Catherine Seeds | Source | President and CEO at Ketner Group Communications

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Catherine Seeds

President and CEO at Ketner Group Communications
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I believe that every brand has a unique story to tell—stories that will not only engage, inform, surprise, delight and impact their audience, but that will also deliver on measurable business goals. I love telling my clients’ stories and working with companies of all sizes to help them realize their PR goals.

In my role as president and CEO of Ketner Group, I play a crucial role in every phase of the agency’s success, including overseeing two rebrands, ensuring steady year-over-year revenue growth and team expansion, opening the agency’s office in New York and growing its remote team. I oversee the agency’s business development, partnerships, HR/operations, client success and agency culture initiatives in collaboration with the agency’s top-notch senior leadership team.

For more than 20 years, I have helped leading companies in the retail, grocery, hospitality and technology industries create and manage comprehensive and unique PR and marketing communications campaigns, develop engaging content, make strategic industry connections, enhance brand/company thought leadership and increase share of voice among competition with share-worthy media wins.

PR is my passion. My clients and co-workers will tell you that I am a doer, thoughtful listener, creative thinker and problem-solver, relationship-builder, mentor and leader with a strong work ethic. My specialties include creating and overseeing innovative PR campaign strategies, national and trade media expertise, analyst relations, PR measurement, content development and marketing communications.

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  • "There are two important things I always tell my team. First, open, honest communication is always the best way. Clients hire us for our expertise in public relations; it’s critical we support them by pushing back when a project doesn’t support their overall goals or meet reporter needs. Second, clients are human, like us. When we communicate on a more human level, they trust us and are more transparent in return."

  • "An e-book or a white paper is a great “root” for a bigger content strategy. Not only are these long-form content assets helpful for lead generation and sales activities, but they can also be used for PR thought leadership campaigns. We have seen a ton of success in taking centerpiece content pieces and turning them into bylined articles, press releases and even proactive pitches to the media."

  • "I learned very quickly that just because a client thinks they have a great story does not mean it will be newsworthy to a journalist. Media outlets need a reason to want to cover your client’s story. I always advise my team to make sure that their story (a.k.a. their “pitch”) aligns with a bigger industry trend. This tie-in will help create a meatier story that satisfies both your client and the journalist."

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