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“Harnessing Audience-Centricity: Knowing Your Audience to Shape Behavior,” featuring Tina Beaty, VP of Marketing at SHRM

September 15 @ 12:00 pm - 1:00 pm

Register HERE:

About this Program
In today’s fast paced and cluttered world, communicators must stand-out to grab awareness and move the audience to action. These may include to buy a product, come to an event, change a habit, donate to a charity – any action really!

But how? 

Join us for this virtual session to dive into understanding your audience to drive action.  

Our guest speaker, Tina Beaty will share how to:

  • Figure out what motivates your audience
  • Remove barriers to action
  • Uncover and hit the emotional triggers that prompt change
  • 6 principles to persuading your audience

About Tina Beaty, VP of Marketing at SHRM
Tina Beaty changes the way people think, feel and believe. Using integrated communications strategy and omni-channel execution, based on research and audience insights, she and her team impact their target to change their behavior. She has launched products, shaped public opinion, introduced consumer awareness campaigns, and now works to shape the world of work. Why? Because most adults
spend a majority of their waking hours at work and it should be an innovative, safe, fulfilling place to be.

As Vice President of Marketing for SHRM, Beaty is responsible for marketing strategy, creative content marketing planning and management of SHRM’s global B2B and B2C marketing and customer experience activities. Serving as a change agent to two departments, Beaty has ushered in an audience-centric model for six audiences and SHRM’s solution set, sets the marketing strategy, facilitates innovation in the martech stack, and is currently building out ABM capes.

Additionally, she was a main architect on the product development and got-to-market strategy for the new SHRM Executive Network targeting senior HR and business leaders maximizing the human capital in their companies at the enterprise and mid-market level. Her leadership of an integrated communications campaign for the Indexed Annuities Leadership Council helped changed perceptions of fixed
indexed annuities, leading to a 30% increase in industry sales. She led Welch’s mealtime research PR campaign, shifting brand voice; counseled government clients in reaching a consumer audience through earned media; and placed executives, such as Carly Fiorina, on a national stage. Her storytelling has landed clients in The Washington Post, on Bloomberg and the TODAY Show – just to name a

Additionally, Tina is an advisory board member for Miami University’s (OH) journalism and communication school and is a president emeritus for Washington Women in PR. Previously, she was named to PR News’ Top Women in PR.

She is a mommy-ninja as well as a real-life ninja, holding a black belt in Tae Kwon Do.

Register NOW


September 15
12:00 pm - 1:00 pm


September 15
12:00 pm - 1:00 pm

NCPRSA Refund Policy

For NCPRSA events (professional development, networking, skills, etc.), no refunds will be issued if the event is postponed by the Chapter due to an act of nature (snow, hurricane, etc.). If the Chapter cancels the event, refunds in full will be made as soon as feasible. If for some reason you are unable to attend an event for which you registered and paid, no refund will be issued, so we encourage you to transfer your registration to another professional.