Movers & Shakers: Eva Keiser, principal at the plural i

Keiser, long active in the Minnesota PRSA and a board member since 2012, said serving as president further enables her to give back to the organization and to help develop the profession's next generation.

Keiser said she is working with the chapter's executive leadership and board of directors to develop programming and opportunities that showcase the value of PRSA membership. Plans call for more member-only activities and joint activities with other professional organizations.

The Minnesota chapter of PRSA, with close to 400 corporate, agency, independent, nonprofit and government public relations professionals from Minnesota, western Wisconsin and the Dakotas, is the ninth largest in the country.

At the plural i, with the "i" standing for "independent," Keiser primarily works with business-to-business clients, typically small and midsize companies in technology and professional services.

Giving back, Keiser said, also is part of the motivation behind her role since 2009 as an adjunct faculty member at the University of Minnesota's Hubbard School of Journalism and Mass Communication.

Before founding the plural i in 2011, Keiser was senior vice president at what is now Risdall Public Relations and worked for more than a decade at Padilla. Keiser has a journalism degree from Southern Illinois University and a master's degree in mass communications from the University of North Dakota.

Q: What are your responsibilities as chapter president?

A: My challenge is helping the chapter evolve to meet the changing needs of our industry and also our members. There are more resources available online. For me it's about creating connections with people and connections that are meaningful for someone's career.

Q: How is public relations changing?

A: Our industry has changed a lot in the last five to 10 years and it's poised to change a lot more in the next five to 10 years. Public relations is no longer what people in the 1960s thought it was. It's not just about publicity. It's about creating content, connecting with users and target audiences through a variety of different tools and techniques. It's expanded a lot with the use of technology.

Q: Why should a company work with the plural i?

A: You're getting that in-depth expertise, somebody who is nimble, who can address your challenges taking a strategic approach and doesn't have a lot of overhead and is cost-effective. If you need more help or different specific things, I can bring in support for that.