Washington Women in Public Relations named AARP’s chief communications and marketing officer, Martha Boudreau, the 2016 PR Woman of the Year at their annual awards luncheon in late November. Boudreau was one of three finalists that included Sharon Reis, principal at The Reis Group, and Maria Rodriguez, president at Vanguard Communications.
“Martha Boudreau has long been a respected and influential member of our WWPR community and she exemplifies the qualities we look for in a WWPR PR Woman of the Year,” said WWPR President, Mara Vandlik, in a press release. “Year after year, we’re tasked with selecting one honoree from a remarkable group of nominees and finalists. This year was no different as we showcase the outstanding accomplishments of Maria, Martha, and Sharon.”
WWPR shared a video on the three finalists when they announced the nominees:
DIVERGE talked to Boudreau about the award, her career, and AARP:
What does the 2016 Washington PR Woman of the Year award mean to you?
It is an honor to have been named the 2016 Washington PR Woman of the Year and to be in the company of so many accomplished women who have made important contributions to the industry. Over the course of my career, I have seen first-hand the transformation of the communications industry, from one that was viewed as an optional component of corporate strategy to now, when communications is viewed as essential to achieving organizational business, public affairs and political goals. Receiving this award means that I’ve played a part in changing the PR landscape and have encouraged women to use their experience to inform, educate and create change. I take seriously my role as a guide and mentor to younger women who are building their careers and I believe this is an important contribution to the industry as well.
What are you most proud of in your career?
I am most proud of two key things: building a thriving DC communications firm as a result of building strong, high performing teams. And, I’m also proud of mentoring many young professionals over the years.
Why is diversity at AARP so important?
Having a diverse workforce is a hallmark of AARP and is essential for us to effectively carryout important work necessary for our members. We represent the needs of over 100 million people who are age 50+ and its critical that we understand their social, economic and healthcare needs. As a result, diversity of background and experience is key to our work.
Why should all companies focus on diversity?
Diversity makes every organization stronger and more able to achieve their business. We live in a “Customer First” marketplace where consumers expect to be communicated & marketed to in a personalized way. If their comments or input is dismissed or they are talked-down-to or just plain ignored, there is a price to be paid by companies. Nowhere is this more true than with diverse populations. A company’s ability to respond realtime in a culturally, ethnically or age appropriate manner is just as important as knowing which channel and platform (desktop, mobile, social, mail) to use. Companies and organizations that fail to embrace the diverse world that we live-in do so at their peril. Employing a diverse workforce is the foundation of an effective consumer focused approach.
What are some of the initiatives you have worked on at AARP?
My overarching goal at AARP is to harness our 30 communications channels and create One Voice that speaks compellingly about our work on behalf of the 50+ population in this country. A key initiative has been the integration of all our “listening posts” so that we have a clear understanding of what our members are saying. By capturing member input we are able to communicate in ways that resonate and connect with our very diverse member base. This member focused posture is now permeating all our membership marketing efforts and it’s starting to make a difference. I’m also proud of our content team who have created original content for distribution across mobile platforms as well as social media.
This year we produced a documentary that was aired by Discovery’s American Heros Channel and we have more in the works. We are now producing Virtual Realty content and our flagship magazine was named one of the top 10 magazines in the country. One of my favorite sayings is “Content is King but Distribution is Queen and she wears the pants.” At AARP we are producing award winning content and we have a huge and growing distribution network which is the envy of most organizations.
Any there any future projects/initiatives coming up that you are excited about?’
AARP has a highly innovative culture. In communications and marketing we are at the forefront of using emerging technologies to communicate with our 37 million members. In 2017 we will be creating more digital content and distributing it across our channels as well as partners in TV, film and radio.
We’ll also be piloting an Artificial Intelligence initiative and expanding our production of Virtual Reality content. The communications industry has been changing at lightening speed over the past ten years and it hasn’t slowed down. I’m happy to be at an organization that honors its past at the same time it is looking 5 –10 years ahead for the coming trends and technologies to be used on behalf of communicating with the evolving 50+ cohort.
