Member Spotlight: Q&A with Susan van Barneveld, APR
Posted on Sep. 24, 2024 / Member Spotlight / Subscribe 0
This month, OCPRSA’s member spotlight radiates on Susan van Barneveld, APR, a PR trailblazer and the visionary President and CEO of Copernio. Susan’s forward-thinking strategies and expertise in integrated communications have earned her global recognition, including her upcoming induction into PRSA’s prestigious College of Fellows at the 2024 ICON Conference. A second-generation member of PRSA, Susan continues the legacy of her father, John van Barneveld, one of the OC chapter’s founding members. Scroll down to learn from Susan’s remarkable career, approach to driving innovation, and vital insights for current and aspiring PR professionals.
Q: Can you share more about your professional journey and how you became the leader you are today?
After earning my BA in Economics and Politics from Mt. Holyoke College, I began my career at Public Communications Worldwide, the agency my father founded in 1959. There, I managed global communication programs for major tech clients like Sony, Fairchild, Panasonic, and Philips, contributing to key product launches like the DVD standard and the first commercial MP3 player. In 2001, I co-founded a separate agency focused on integrated marketing for tech companies, honing my skills in merging PR with public policy, including Federal e-voting legislation. These experiences prepared me to take over the family business. In 2009, I acquired and rebranded Public Communications Worldwide as Copernio. Now a full-service integrated marketing communications firm, Copernio serves clients like Raytheon, Gourmia, Kingston Technology, and Microsoft.
Q: What are some of the most notable campaigns you’ve led?
One of my most impactful campaigns was helping iHealth secure FDA approval for their At-Home Test Kit during the COVID-19 pandemic. Involving the government, media, and influencers, we secured a $1.28 billion Federal Government contract on our client's behalf.
Another notable campaign was working with Royole to launch the first-ever foldable smartphone. With other companies competing to be the "first" to launch a foldable smartphone, we also had to wait to communicate with the media until the official press conference. Using a blend of PR and influencer marketing strategies, we generated over 10,000 media mentions on behalf of our client while being part of an important industry milestone.
We've also partnered with the houseware brand Gourmia since its launch on Amazon nearly a decade ago. Today, it is a leading brand among major retailers across the globe. An industry disruptor, its success was built through an integrated communications program combining public relations, influencer marketing, and social media.
Q: As a Co-Chair of the 1999 PRSA ICON Conference, what memories can you share?
In 1999, my co-host chairs and I made the Internet the central theme of the PRSA ICON conference. With the Internet being new, many in our industry saw it as a fad. The 1999 PRSA National Conference became the first major industry event to focus on the Internet, positioning PRSA at the forefront of digital transformation. We also introduced the first Internet Café, where attendees could check their email and get online—an innovative concept at the time. This approach brought significant sponsorship dollars to OCPRSA, enabling the chapter to expand its offerings.
Q: What advice would you give to PR professionals aspiring to lead in the industry?
My advice would be to seek growth opportunities and never stop learning. The PR industry constantly evolves, especially with new technologies, platforms, and channels. Staying ahead of trends and being adaptable is critical to long-term success. It’s also essential to build strong relationships within the industry. Online and offline networking can open doors to new opportunities and collaborations. Finally, always focus on delivering value to your clients, team, and community. Integrity and results-driven work will establish your reputation as a trusted leader.
Q: Can you share how you stay involved in the PR community and any advice for those looking to make an impact?
Staying connected with the PR community is incredibly important to me. Throughout my career, I’ve been actively involved with the Public Relations Society of America (PRSA) in various roles, such as judging the Silver and Bronze Anvil Awards, serving as OCPRSA PROTOS Chair and board member, and participating as a National Assembly Delegate at Large. I’ve also found mentoring to be deeply rewarding.
For those with over 20 years of experience, I encourage you to consider membership in the College of Fellows. For anyone looking to make an impact, I recommend volunteering for committees, attending events, and sharing your expertise. These activities are excellent ways to build your network, contribute to the industry, and support the next generation of PR professionals.
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