Candice Warltier Q + A in the Association Forum BOLD Times Newsletter

CS-Effect CEO Candice Warltier sat down with Vicki Loise, CEO of the Society for Laboratory Automation and Screening and 2026 Association Forum Board Chair, for the Association Forum BOLD Times newsletter to reflect on the forces reshaping associations and the leadership choices CEOs must make in response.

Read the Q+A below:

Leading Through AI and Political Uncertainty

Candice: Many association leaders say we're experiencing one of the most transformative periods in recent history. From your perspective, what has changed the most over the last few years?

Vicki: There are two forces that immediately come to mind.

The first is artificial intelligence. AI has evolved incredibly quickly and has become both an opportunity and a challenge for associations. It can help us deliver resources and benefits to members more efficiently, but it also raises important questions around accuracy, trust, and responsible use.

The second is today's political climate. The pace of change has been remarkable. Policies shift quickly, priorities change, and associations are constantly evaluating where to invest their time and resources. It often feels like we're experiencing organizational whiplash as we adapt to an environment that continues to evolve.

How CEOs Can Turn Disruption into Opportunity

Candice: While there are certainly challenges, what opportunities are you seeing for your own organization?

Vicki: SLAS focuses on laboratory automation, and we've watched our field transform over the past several years.

Organizations are looking for ways to use automation not simply to improve efficiency, but to improve effectiveness while maintaining the highest levels of quality and safety. That's especially important in life sciences, where researchers are developing therapies and technologies that directly impact patients.

What CEOs Are Watching Now

Candice: If you had to identify the biggest issues facing associations today, what would they be?

Vicki: AI certainly remains at the top of the list.

Another is maintaining international collaboration. Science and many professions don't recognize geographic borders. Researchers learn from one another regardless of where they're located, and associations play a critical role in making those connections possible.

Finally, associations must continue creating meaningful opportunities for professionals to connect. Sometimes that happens at large conferences, but often the greatest value comes from smaller conversations where peers can share challenges and learn from one another.

Rethinking the Membership Pipeline

Candice: Many organizations are working to engage younger professionals. What are you seeing?

Vicki: One of the biggest lessons we've learned is that awareness often comes before membership.

Early-career professionals may not yet understand our field or even realize it's a career path. Rather than trying to recruit them immediately, we've focused on helping them understand laboratory automation and the opportunities available.

If they know who we are early in their careers, they'll know where to turn when they're ready to become members.

When Innovation Outpaces Readiness

Candice: Can you share an example of a difficult leadership decision?

Vicki: Several years ago, we made the difficult decision to discontinue our AI and Data Science Symposium.

The program offered outstanding content, but attendance and sponsorship simply weren't there. Financially, it wasn't sustainable.

Looking back, I don't think the idea was wrong. I think the timing was.

Today our members have a much clearer understanding of how AI applies to their work. Because of that, I fully expect we'll bring back an AI-focused educational program in the future.

Trust: An Association CEO's Greatest Asset

Candice: Information is everywhere today. Why do associations remain essential?

Vicki: Because people need trusted sources.

Associations invest tremendous effort into verifying information, working with subject-matter experts, and ensuring content is accurate before it's shared.

Members shouldn't have to wonder whether information is credible. That's part of the value associations provide.

Preparing Your Organization for What Is Next

Candice: How do you see the role of associations evolving over the next five years?

Vicki: AI isn't going away.

As associations, we'll need to remain vigilant about protecting our content, ensuring its accuracy, and preventing misinformation.

At the same time, we'll continue bringing organizations together to solve problems collectively. Associations have always excelled at building coalitions, sharing resources, and helping professions move forward together.

Leadership Lessons for CEOs

Candice: What advice do you have for association CEOs?

Vicki: First, overcommunicate. Just because you've said something doesn't mean people have heard it. Leaders need to communicate repeatedly, through multiple channels, and often through multiple voices.

Second, remember that leadership isn't about you.

Our job is to serve our members and our teams. Sometimes people simply need someone to listen. We have to remember we're here to provide what they need - not what is most convenient for us.

Why Peer Spaces Matter in Uncertain Times

Candice: What else is important for association CEOs to know?

Vicki: You're not alone.

One of the greatest strengths of our profession is that association leaders support one another. Organizations like Association Forum provide safe spaces where CEOs can learn from peers, discuss difficult issues, and navigate change together.

Candice: Before we wrap up, what leadership book or podcast are you reading or listening to that you'd recommend?

Vicki: When I usually gravitate toward something other than a leadership book. Lately, I've been listening to the podcast Bobby on the Beat with Bobby Flay. He shares honest conversations about leadership, business, what has worked, what hasn't and the lessons they've learned along the way. I enjoy hearing perspectives from outside our industry because they often spark new ideas and help me look at challenges in a different way.

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Candice Warltier Featured on The Association Insights Podcast: Fighting Misinformation with Trust

Candice Warltier, CEO & Founding Partner of CS-Effect, recently appeared on The Association Insights Podcast, powered by OnWrd & UpWrd, to discuss how associations can use influencer marketing to build trust, combat misinformation, and connect with new audiences.

In her conversation with host Colleen Gallagher, Candice shared how associations can move beyond traditional communications by partnering with trusted voices who can help deliver credible, science-based information. Drawing from CS-Effect's award-winning campaign with the American Association of Endodontists (AAE), she explained how collaborating with physicians, pediatricians, and healthcare content creators helped address common misconceptions about root canals while reaching audiences in an authentic and meaningful way.

The discussion also explores:

• Why influencer marketing has become a valuable strategy for associations.

• The importance of carefully vetting creators for credibility, audience alignment, and authenticity.

• Why providing messaging guidance—not rigid scripts—leads to more genuine content.

• How to measure success through meaningful engagement, education, and audience action rather than impressions alone.

As misinformation continues to shape public perception across industries, associations have a unique opportunity to become trusted sources of information by working with credible voices that audiences already know and trust.

Listen to the full episode to hear Candice's insights on how thoughtful influencer partnerships can help associations expand their reach, strengthen credibility, and educate their communities.

When and How Leaders Should Apologize in a Crisis

CS-Effect’s Lynda Carlisle joins fellow communications leaders on Cracking the Comm Code for a LinkedIn live conversation on one of the most complex issues in crisis communications: when and how leaders should apologize. From navigating disingenuous responses to balancing legal risk with human impact, Lynda shares practical guidance on how organizations can protect trust, credibility, and long-term reputation when stakes are high.

Why are disingenuous apologies more damaging today?

We’ve crossed a real threshold when it comes to disingenuous apologies. Even four or five years ago, CEOs were jumping into conversations they didn’t actually need to be part of just to “be present.” Over time, that diluted the impact of anything meaningful they might later need to say.

Since then, there’s been a shift toward being more strategic about which conversations companies participate in. The mindset now is: Do we actually need to say something here versus this isn’t really our business unless we’re directly involved.

When a response is necessary, presenting facts and data to support recommendations is critical. It’s also important to understand how expensive it is to regain a customer compared to keeping an existing one.

If a company goes through a crisis and manages it well, there’s about a 70% chance of maintaining customer trust. That statistic alone should drive a more thoughtful approach to crisis response.

When is an apology non-negotiable in a crisis?

When children are involved, or when there are serious injuries or deaths, an apology and acknowledgment must come forward—regardless of who is to blame.

There’s a difference between apologizing that something happened and accepting responsibility for what happened. Apologizing that a family experienced trauma is not the same as admitting fault.

What role does trust play before a crisis even happens?

Don’t undervalue the amount of investment that you put in building trust in your brand before these crises even start. Understanding who your audiences are, what they’re responding to, and their behaviors, especially on social media, allows you to know how to mitigate issues and connect with them right away if something happens.

There’s an ounce of prevention worth a pound of cure. There are many things you can do through good PR and good strategic communications with your stakeholders so that as you’re putting those deposits into that account, when something eventually happens, you’ll have a strong base to stand on.

Once you do issue an apology or if you don’t and you let things roll a little bit, you’ve got solid ground to start from. We encourage our clients to make those investments before something happens so that when you get to that point, you already have that foundation.

How important is the human impact in emotionally charged crises?

Leaders can acknowledge pain and trauma without accepting blame. 

I think that’s something that a lot of companies overlook. Attorneys, certainly—we’ve worked with so many attorneys that don’t want to release any sort of comment, which gives us PR folks heart attacks, because the last thing we want to do is say “no comment.”

I do think there’s a level of this human approach that, at the end of the day, when you’re putting your head to pillow, you ask whether you’re happy with how your company has come across in a type of crisis that any human can relate to.

And I’ve worked with situations ranging from sexual abuse of children, CEOs being accused of sexual abuse, or racial dismissal. There are a lot of emotions involved in those cases, which are very different from something like a software security company dealing with a data breach. It’s a very different scenario.

But at the end of the day, I think in highly emotional situations, empathy often needs to take priority alongside speed and strategy.

How do you get a leader involved in a crisis?

Data matters. Monitoring sentiment and understanding the cost of lost trust helps leaders make informed decisions. When crises are managed well, companies have a strong chance of maintaining trust.

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At CS-Effect, we approach crisis communication through our ACE Model: Assess, Communicate, Evaluate to navigate high-risk moments with confidence.

How CS-Effect Can Help

CS-Effect works with organizations to build communication strategies that stand up under pressure. Using the ACE Model, we help clients navigate complexity while staying aligned with their mission and values.

To learn more about our crisis communications and thought leadership work contact cwarltier@cs-effect.com or visit: .https://www.cs-effect.com/issues-management.

Welcome our communications coordinator, Kiera Patterson!

CS-Effect welcomes Kiera Patterson as communications coordinator.

At CS-Effect, Kiera will support a range of public relations and marketing initiatives. In her role, Kiera will contribute to public relations efforts, social media strategy, and website content and design, while also assisting with internal communications and broader brand initiatives. She brings a strong foundation in strategic communications, graphic design, and data analytics and is eager to apply her skills to support client success.

She brings hands-on experience across public relations, production, media strategy and content development. She most recently served as a public relations intern at Autumn Communications. There, she supported client accounts across lifestyle, fashion, and technology sectors, contributing to media outreach, research, and campaign execution.

Kiera earned her Bachelor of Arts in Journalism from the University of Wisconsin, with a double emphasis in Strategic Communication and Multimedia Journalism. She also holds certificates in Sports Communication and Digital Media Analytics.

Welcome our new intern, Olivia Teeter!

CS-Effect is excited to welcome Olivia Teeter as our Spring 2026 communications intern. Olivia is currently a junior undergraduate at Northwestern University, studying journalism, Spanish and psychology. 

She serves as social media coordinator for Northwestern’s Office of Undergraduate Admissions and has worked multiple positions on the campus magazine North by Northwestern. She most recently completed her role of Print Managing Editor at the publication, where she spearheaded the entire production process for all stories and designs. 

She is excited to bring her background of journalism, media and production to CS-Effect, where she will support public relations initiatives, assist with client projects, and develop social media content for the company and its clients. She is eager to gain hands-on experience in PR and communications and to contribute to the team.

Welcome, Olivia!

Turn Member Engagement into Revenue

As associations plan budgets and conference strategies, re-engaging lapsed members is often an untapped opportunity. See how the CS-Effect team created a targeted “Welcome Back” campaign that brought 56 members back after 2+ years away and generated nearly $60K in new revenue.

Let’s build a strategy that creates lasting effect-

for your members and your bottom line.

Check us out at:  www.cs-effect.com/member-engagement or contact

Candice Warltier at cwarltier@cs-effect.

Happy Holidays!

This year’s paint-and-sip holiday celebration sparked great conversation, creativity and even more laughs. While we missed some team members who were under the weather, we had a great end-of-year celebration. 

As we approach our long-awaited break over the holidays, CEO Candice Warltier is challenging us to come back refreshed and inspired, with a few new ideas. And that got us thinking...

When do you get your best ideas?

My ideas can come out of nowhere - sometimes when I am dreaming -  but my head is clearest when I’m outside in nature, whether I’m sailing, walking my dog or spending time in a park." ~ Candice Warltier

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"I find my most creative time is while I’m commuting - either in the car or on the train. It’s the peace and quiet I need that I don’t typically get throughout the day!" ~  Lynda Carlisle

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"I tend to get many of my creative ideas (or further develop them) during quiet moments when I’m walking my large, white dog - especially along the lake or at Lighthouse Beach near my home in Evanston. There’s something about the calm, open space, the lake and rhythm of the walk that helps ideas percolate." ~ Kiera Kelly

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"I do my best creative thinking when I'm engaged in something I enjoy - walking my dog, swimming, listening to music. When I'm focused on something fun, I can think more creatively by just a change of scenery."  ~ Karen Sideris

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"Writing and even sketching on paper helps get my creative mind going. It helps me get concepts and ideas flowing." ~ Amy Ferguson

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"When I’m trying to trigger new ideas, I often listen to music and page through magazines to spark creative thinking. And of course, when all else fails, a glass of wine." ~ Colleen O'Malley

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"I try to make the best out of being stuck in traffic.  Siri helps me research topics and dictates her findings, which often sparks new concepts and pitch angles. As a news junkie, I often listen to podcasts while driving. My favorite is New York Magazine’s Pivot. And I always keep my eyes on the road!" ~ Jessica Prah

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"As someone working the graveyard shift, my best ideas come when I’m listening to my pop girlies. Most people rely on coffee to stay awake, but not me. When Sabrina Carpenter or Ariana Grande hits my playlist, my imagination sparks and my creative juices start flowing. (That’s that me espresso 🎶)." ~ Jah Ramos

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TO WRAP IT UP...

The entire team at CS-Effect wishes you a Happy Holiday Season and even better 2026!

Beyond a Nip, Tuck and Full Lift: Associations are Evolving to Reflect Who They Truly Serve

This article appeared in the Fall issue of Forum Magazine.

By Gwyneth Helm, Mike Norbut & Candice Warltier

When done right, a rebrand takes time and it’s not something to consider lightly.

As a younger generation considers association membership and associations evolve to represent their full membership, leaders are rethinking their brand identity and even what it means to be a member.

Today’s associations face a delicate balance of remaining true to their legacy and long-term members while evolving to attract and meet the needs of a younger generation of members.

Many are finding their names are limiting and do not truly represent who they are as an association.

While there are numerous reasons for undergoing a rebrand, the association truly needs to understand the goal, according to Amy Gwiazdowski, Vice President, Communications, American Marketing Association. “Is it a matter of refreshing the brand perception or repositioning for new markets? Or is this something more and entails crisis and reputation management or possibly for financial growth?” said Gwiazdowski. “When done right, a rebrand takes time and it’s not something to consider lightly. Understanding the reason, doing the research (internal audits, market analysis, stakeholder input, etc.), making sure everything aligns with mission objectives, and the planning should be done with a lot of consideration and understanding of what problem needs solving.”

Here’s how four associations decided to take on rebranding.

Framing the Big Picture

The American Bus Association began as a brand refresh and evolved into a full rebrand after meaningful conversations with members and staff revealed a shared desire for a stron- ger, more inclusive identity. Initially sparked by a leadership transition, it became clear that the ABA identity could be more intentionally aligned with its strategic direction as it heads into its 100th year in 2026.

“The rebrand is not a cosmetic update—it’s an extension of our strategic vision. As we devel- oped a new strategic plan, we recognized that our brand needed to reflect the full spectrum of our membership and the broader travel landscape,” said Ben H. Rome, Director, Com- munications & Brand. “The updated identity helps us communicate more clearly, advocate more effectively, and connect with our members year-round, not just during events.”

After a new CEO was in place, ABA conducted a series of listening sessions to gain a deeper understanding of member needs. One key insight emerged: many of its members, particularly those outside traditional motorcoach opera- tions, felt visible only during the annual event.

Today, ABA represents the full spectrum of group travel and transportation, including char- ter, scheduled service and shuttle buses, but also support partners such as manufacturers, hotels, attractions, restaurants, and more. The refreshed brand is designed to better reflect the full diversity and value of the member base throughout the year.

 “The rebrand is not a cosmetic update— it’s an extension of our strategic vision.”

Rebrand Objectives & Process

ABA’s top goal was clarity—creating a brand that represents the association as it is today. This meant creating an identity that honors our legacy while also resonating across various sectors. Equally important was inclusivity—ensuring that members from all corners of the industry could see themselves reflected in the brand and feel a sense of ownership in the process.

Visual and Verbal Identity

The ABA’s new logo retains transportation themes—which is critical to its DNA. However, the brand is more than a new logo. It will be reflected in ABA’s updated educational tracks, broader advocacy campaigns, and how they tell member stories across platforms.

ABA’s annual conference will showcase the brand with refreshed signage, updated session formats, and a stronger focus on year-round impact.

For those associations considering a new brand, Rome recommends starting with listening, not design. A brand refresh must be more than a visual update—it should emerge from in-depth conversations about purpose, member needs, and where your industry is headed. Also, don’t underestimate the power of inclusion. Bringing members into the process doesn’t slow things down—it builds trust, sharpens the result, and helps ensure your brand reflects the real, diverse community you serve.

One Letter Leads to Significant Growth

In a world of acronyms, it’s hard to imagine the impact changing one letter can have on an organization. But in the case of the American Organization for Nursing Leadership (AONL), one seemingly simple update has led not only to significant membership growth, but also a more cohesive community.

The reality is that this rebranding effort was not nearly as simple as the name change may imply. Staff and leaders for what used to be the American Organization of Nurse Executives (AONE) felt for some time that their name was limiting. While the organization clearly was the membership home for Chief Nursing Offi- cers (CNOs), other emerging leaders couldn’t necessarily see themselves engaging with the association. Nurse managers and directors didn’t feel they were welcome to join because they didn’t have an executive role.

Meanwhile, the concept of “nurse leader” was also becoming more prevalent in healthcare settings, and AONE felt that terminology more aptly described what the organization stood for in advocacy situations and how it worked to prepare leaders for a successful future. After many discussions and market research, the orga- nization decided to change its acronym to AONL.

“It was a profound change,” said Stacey Chap- pell, Senior Director, Advocacy and External Communications for AONL. “It helped nurse leaders, regardless of their title, feel like they belonged in the organization.”

Prior to AONL’s name change in 2019, the organi- zation had a steady membership of about 8,000, consisting mostly of CNOs. Today, membership exceeds 13,000, with many new members being nurse managers or directors. This has led to a more inclusive community as well; not only does AONL offer more programming for all nurse leaders, managers and directors also serve on the organization’s Board of Directors.

There are unintended consequences to antici- pate and manage, however. As AONL expanded and grew their membership, they also recog- nized the importance of continuing to be the home for their traditional members, nurse executives. “Nurse leaders in various roles have different needs,” said Chappell. “You can’t be everything for someone, but you can be some- thing for everyone. It is important to have unique programming and community for nurse leaders at all levels throughout their career trajectory.”

“It was a profound change. It helped nurse leaders, regardless of their title, feel like they belonged in the organization.”

Prevent Blindness Selects CS-Effect as Public Relations Agency of Record

Prevent Blindness, the nation’s leading non-profit patient advocacy organization dedicated to preventing blindness and preserving sight, has named Chicago-based CS-Effect as its public relations agency of record. CS-Effect will lead communications strategy initiatives beginning in September 2025 as part of a larger branding campaign designed to elevate the visibility of Prevent Blindness, expand its reach and strengthen connections with the public, donors and advocates.

“It is increasingly critical that we raise awareness about eye health and connect people with care, especially as new research, artificial intelligence, rising rates of childhood myopia, and an aging population continue to reshape the vision health landscape,” said Jeff Todd, President & CEO, Prevent Blindness. “Our goal is to ensure people see Prevent Blindness as their trusted partner in eye health and the go-to source for all their vision and eye health needs.” 

CS-Effect, a certified women-owned agency, has extensive experience developing public health communications campaigns for organizations including the American Brain Tumor Association, American Association of Endodontists, the American Industrial Hygiene Association, among others. As part of the partnership, CS-Effect will design a strategic communications plan that incorporates earned media outreach, influencer relations, social media and strategic partnerships designed to position Prevent Blindness as a trusted source for eye health information.

“We are honored to partner with Prevent Blindness to advance its mission of saving sight and improving lives,” said Candice Warltier, CEO, CS-Effect. “By elevating its visibility, we will help ensure that more people understand the vital role eye health plays in overall wellness and quality of life.” 

Prevent Blindness
Founded in 1908, Prevent Blindness is the nation's leading volunteer eye health and safety organization dedicated to fighting blindness and saving sight. Focused on promoting a continuum of vision care, Prevent Blindness touches the lives of millions of people each year through public and professional education, advocacy, certified vision screening and training, community and patient service programs and research. These services are made possible through the generous support of the American public. Together with a network of affiliates, Prevent Blindness is committed to eliminating preventable blindness in America. For more information, visit us at PreventBlindness.org,

CS-Effect
Founded in 2003, CS-Effect is a Chicago-based, women-owned communications agency specializing in integrated strategies that advance mission-driven organizations. With expertise spanning media relations, influencer engagement, market research, digital content, issues management, and more, CS-Effect partners with national and international clients including American Association of Endodontists, American Industrial Hygiene Association, Alliance for Academic Internal Medicine, American Veterinary Medical Association, Girl Scouts of Greater Chicago and Northwest Indiana, and Leadership Greater Chicago. Learn more at www.cs-effect.com.

Invest Now = Strong FY26

Communications Investments That Pay Off Beyond Q4

Q4 is the ideal time to use any remaining budget on initiatives that will help you kickoff FY26 running. Here are a few ways association leaders are spending their remaining $5,000 to $20,000 FY25 communications budgets so they do not lose it approaching the new year. 

• Garner Member Insights
  Whether through surveys, virtual focus groups or leadership interviews, understanding your audience now means you’ll enter 2026 with data-driven strategies for member engagement.

• Member Engagement Videos
  A powerful way to share your member value story and strengthen connections with your community.

• Content Audit
  Beyond open rates and click-throughs, we analyze your member email campaigns to see what’s working (and what’s not), so you can refine messaging and timing in the year ahead.

• Virtual Spokesperson Training
  A cost-effective way to prepare your leadership team to speak consistently and confidently, especially during times of changing policies and member expectations.

These types of investments ensure you finish FY25 strongly, demonstrate your department is meeting its full potential and lay the groundwork for measurable impact in the new year. 

Let’s discuss your Q4 communications needs so you can run strong in FY26. Contact Candice Warltier at cwarltier@cs-effect.com

Plan now for 2026

Are your leaders ready for the spotlight?

Don’t let your message get lost in translation.

Your comms team can secure media coverage throughout every major market, but if your spokesperson can’t get your message across, none of it will matter. 

Annual board meeting or conference around the corner? An in-person spokesperson training session is a value add for members and will turn your spokespeople into storytellers.

Here’s how we prepared one association’s spokespeople to deliver a powerful message.

The best spokespeople are the ones who’ve developed their communication skills through training and practice.

Our training ensures spokespeople:

• Communicate a clear and consistent message

• Develop skills to control a conversation, whether with a journalist or a potential member

• Respond to difficult questions

With the right tools and proper guidance, anyone can become a spokesperson.

How I Beat the Odds

It’s hard to believe it’s been 22 years since I started CS-Effect (formerly Communication Strategies Group). I’m so proud of our team, and what we continue to create. Over the last three years alone, we have experienced 60 percent growth and our client retention continues at an average of six years. Our client partnerships are what drive us and make us successful. We gain as much from them as they do from us.

It wasn’t planned. I’m what you might call an Accidental Entrepreneur. When the agency I worked for was acquired by an international firm, I found myself unexpectedly laid off. But then, a client asked me to continue managing their public relations, and that was my ‘a-ha!’ moment. I decided to give it a go and I haven’t looked back since.

Always Learning

Our clients have taken us on some wild (and educational) journeys — from tackling longhorned beetles to promoting school nutrition innovations, motorcoach travel, civic leadership, and even root canals. Working with international, national, regional, and local organizations means we’re always learning something new.

I’m incredibly proud to be a woman business owner, especially knowing that only 25% of small businesses make it past the 15-year mark. This year, as we celebrate our 23rd anniversary, I’m more excited than ever about the future.

Some of our favorite memories over the years include:

• Launching The Confident Patient, authored by Beth Myers, CEO, and Wendy Benson, COO, of 2x2 Health, a healthcare concierge company. We developed a strategic campaign that secured media attention from Maria Shriver’s Sunday Paper, Becker’s Health, WGN, WLS, and other top outlets. 

• Successfully announcing the appointment of the new CEO for the Girl Scouts of Greater Chicago and Northwest Indiana. 

• Positioning Carolyn Hendrickson, CEO of Tandem Group, a strategic consulting agency, as a thought leader in the manufacturing industry by securing her an ongoing guest column in Industry Week. 

• Garnering extensive media coverage in Chicago for Myetie Hamilton, CEO of Leadership Greater Chicago, the first Black woman to lead the organization, including features on WLS-TV, Chicago Defender, and a cover story in Chicago Citizen during Black History Month.

Looking Ahead

Like many industries, communications has and will continue to face major disruptions with the advent of new technologies. How we communicate continues to evolve. It seems like yesterday when clients demanded to be on the front page of the WSJ. Platforms like LinkedIn, Facebook and TikTok changed how we reach audiences in a much more personalized way.  As AI weaves its way into communications, we are ready to evolve with this latest technology.

However, no matter how advanced technology becomes, there will always be a need for us to craft and share our own stories in the most authentic way. I am looking forward to continuing to build our talented team and diversify our client base and take CS-Effect to the next level.

We can’t wait to see what the next 20 years will look like!

What's In, What's Out: PR Predictions for 2025

Check out our anticipated changes to the PR industry, and read about an eye-opening experience at a Chicago TV station.

"For journalists, constant pitch letters are 'out' and expert sourcing platforms are 'in.' Reporters will increasingly seek ways to cut through the noise of pitches, turning to platforms like Qwoted, an online resource for credible and relevant sources." 

"Similar to last year's ins and outs, I think we’ll see a continued emphasis on authenticity and connections rather than seemingly perfect portrayals in PR campaigns."

"We'll prioritize new technologies to create stronger content strategies that resonate with our intended audiences, rather than focusing on mediocre AI-generated content just to 'feed the machine'."

"With AI being used more and more in written materials, I think e-interviews will be “out” in favor of traditional phone/Zoom interviews. The reason? Journalists want real answers, not AI-generated answers."

"Thought leadership, authentic expertise and specific insights will be increasingly important to reporters and audiences as we navigate an era of (and can increasingly recognize!) AI-generated content."

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Let's Connect

One more thing that’s "in' for 2025? Real relationships with real people.

Nearly 90% of our business is driven by word-of-mouth referrals. So if you'd like to be a 'connector' (potential client, a partnering agency, or someone in our industry who's fun to work with) please introduce us through email! 

Take a Walk in My Shoes at CBS Chicago
by Sara Awaleh

When it comes to local TV, I’m not afraid to admit I’m learning new things every day. Despite being in the PR industry for about three years now and having several friends who work in TV, my work has almost always focused on...read more.

A PR Year to Remember

CS-Effect’s year has been full of successes: new clients, exciting projects, and fun team outings. As we begin the countdown to 2025, let’s look at just a few highlights from our agency’s year (and check out our other work on our website). 

Agency and Client Highlights

Shared stories of award-winning improvements in school nutrition for Action for Healthy Kids (AFHK) and the USDA at the Healthy Meals Summit.

Secured high-profile Chicago media coverage for the new CEO of Leadership Greater Chicago.

Brought membership engagement to life through video interviews at the Alliance for Academic Internal Medicine’s annual conference.

Positioned the American Association of Endodontists' Board President as an expert in high profile consumer media, including People Magazine, Yahoo Life, Delish and more.

Launched the AIHA's heat stress app, and landed high-profile media coverage in target media outlets including The Weather Channel.

Kicked off the American Bus Association’s Centennial Celebration planning as CS-Effect is named their agency of record.

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CERTIFICATIONS

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TO WRAP IT UP...

This year-in-review is just a snapshot of the incredible, jam-packed year our agency has experienced. None of it would have been possible without the partnership and trust of our amazing clients—thank you for making this year so fun and successful!

We’re looking forward to a short holiday break to recharge before picking up our pens again in the new year.

From all of us at CS-Effect, Happy Holidays—and we’ll see you in 2025!

Our 2024 summer internship program is underway!

Welcome, Ashleigh!

We are excited to welcome Ashleigh Simpson, our new intern for Summer 2024. Ashleigh is a senior undergraduate student at Indiana University, majoring in Media Advertising and East Asian Languages and Cultures.

Ashleigh is involved with IU’s Women in Media organization and its American Institue of Graphic Arts (AIGA) chapter. She is passionate about visual arts and using creative media to tell stories and communicate objectives.

Ashleigh will help organize CS-Effect's archive of client work and assist with other ongoing media projects. She is looking forward to strengthening her knowledge and experience in PR/communications.

And Just Like That...

Twenty years have gone by. Like many accidental entrepreneurs, it started on a rough note in 2003 after the boutique PR agency where I worked for 12 years was gobbled up by an international marketing firm. Let’s just say I wasn’t around for long after. What was a devastating event at the time led to an amazing 20-year journey of working with talented people to develop communications strategies that navigate crisis situations, elevate brands and position thought leaders.

Forever grateful

When other agencies scaled back during the pandemic, CS-Effect continued to grow. Over the last two years alone, we have experienced 60 percent growth and our client retention continues at an average of six years. Our client partnerships are what drive us and make us successful. We gain as much from them as they do from us.

We have reached many milestones over the past 20 years including partnering with new organizations; rebranding to CS-Effect; becoming certified as a women-owned business. A few of our fondest memories include:

• Driving around in a Volkswagen Beetle with a “Beetle Buster” logo decal on the side! We created the “Beetle Buster” campaign to educate Chicagoans about the dangers of the Asian Longhorned Beetle! 

• Promoting Tuscany in Chicago via high profile events, including a fashion show with body painted models wearing jewels from Tuscany (I guarantee we couldn’t pull this off in 2023!)

• Launching the rebrand of the Oak Park/River Forest Food Pantry to Beyond Hunger, receiving widespread media coverage knowing that we are positively impacting lives.

• Filming Queer Eye for the Straight Guy with our client Mooseheart!

• Sharing my accidental entrepreneur adventure in front of 50 Girl Scouts at the Girl Scouts of Greater Chicago and Northwest Indiana Camp CEO. 

• Securing Still Alice author Lisa Genova as a keynote speaker for NorthShore University HealthSystem’s Center for Brain Health’s launch event.

• Receiving a Golden Trumpet Award from the Publicity Club of Chicago (PCC) for our work on the American Industrial Hygiene Association’s Back to Work Safely initiative during the height of the pandemic. The initiative  resulted in the Backtoworksafely.org guidance documents being downloaded more than 1.5 million times, featured in over 60 stories in national and international media outlets, including the WSJ, USA Today, and even referenced by the CDC, U.S. Chamber of Commerce and governors’ offices throughout the country.

• Rebranding Communication Strategies Group to CS-Effect.

• Giving the toast about how far we’ve come at our 10th anniversary!

 A Team Effort

Early on I knew I didn’t want to go it alone. I needed colleagues that complement my skill set to brainstorm with. We have had an incredible team over the years of people who have been with us for years, as well as those who have taken time off to have children, etc. I want to thank all of them, including Katie, Karen, Kiera, Jennifer, Maggie and all of our former employees and interns. A special thanks to Lynda Carlisle who joined the team nearly 18 years ago, after leaving the American Cancer Society. She was looking for an agency with flexibility, and she’s been an incredible partner ever since. She was here when I left the country to adopt my now 13-year-old daughter. What I thought would be a 2-3 week leave ended up taking 4 months – living in Nepal while working through a lot of red tape to bring my daughter home. The business wouldn’t have survived without the greater team and such supportive client partners.

Many of us are parents who understand the need to be flexible; children get sick and doctors aren’t scheduling visits after working hours. We’ve grown together and supported each other through child rearing, caring for elderly parents, divorces, family deaths, teenage years and more. We’ve celebrated our personal triumphs, marriages (including introducing a couple to each other who are now celebrating their 5th wedding anniversary) and dreams. I believe, now more than ever, in a flexible workplace allowing people to accomplish what they need to professionally and personally.

Looking Ahead

Clients are more sophisticated and understand that communications is an integral component of a comprehensive business growth plan. Data analytics help us more effectively inform our strategies that are ROI driven with quantifiable results.

Like many industries, communications has and will continue to face major disruptions with the advent of new technologies. How we communicate continues to evolve. It wasn’t long ago that our clients were focused on securing media coverage. Platforms like LinkedIn, Facebook and Twitter have forever changed how we communicate.  As the world of artificial intelligence quickly develops and weaves its way into communications, we are ready to evolve with this latest technology.

No matter how advanced technology becomes, there will always be a need for us to craft and share our own stories in the most authentic way. I am looking forward to continuing to build our talented team and diversify our client base, mentor young people in the industry, get more involved in our professional societies, and take CS-Effect to the next level (and planning a few vacations in between).

We can’t wait to see what the next 20 years will look like!

Looking for a Few Good Mentors for Chicago-based Project OneTen

We are thrilled to partner with Project OneTen, a Chicago-based organization dedicated to strengthening the academic foundation for boys of color during their transition from 8th grade to high school. Our team will work with Project OneTen to elevate awareness of the program and help recruit mentors.

According to Dirrick Butler, founder and executive director of Project OneTen, “For boys of color in Chicago, the transition from eighth grade to high school often carries additional pressures and stressors that impact their ability to build a solid foundation for academic success.”

Project OneTen’s investment in communications will be matched dollar for dollar with our pro bono time, with a focus on recruiting mentors who play crucial roles in the lives of the students. Our team will also be working closely on thought leadership activities.

“We fully support Project OneTen’s vision to create a community where boys of color have the power to drive positive change and thrive academically and personally,” said CS-Effect CEO Candice Warltier.

Project OneTen’s Freshman Success Program is a year-long cohort-based program held during the participant’s first year of high school. This selective program provides each student with a dedicated mentor, an academic coach, a supportive cohort of peers, a community of volunteers and partners from across the city all actively rooting for their success.

Goodbye, 2022, Hello New Year!