PRSA Voices: Insights from Heide Harrell, MA, APR
Name
Heide Harrell, MA, APR
Position
Director of Communications at Central Arkansas Water
PRSA Role
Chair-elect
What inspired you to get involved with PRSA, and how has your journey with the organization evolved over time?
My journey with PRSA began in college through PRSSA, where I first discovered my passion for strategic communications and professional development. Since 2006, I’ve had the privilege of serving in various leadership roles at the Chapter, District and now National levels, which have allowed me to mentor emerging professionals and contribute to the ongoing evolution of our society. My involvement in PRSA has been crucial to my professional accomplishments, providing me with invaluable networking opportunities, leadership experience and industry insights that have helped shape my career. PRSA has not only connected me with a community of inspiring professionals across the world but has also played a pivotal role in my growth as a leader and communicator.
What does your role as Chair-elect of PRSA involve?
As Chair-elect of PRSA, my role involves assisting the current PRSA Chair, Ray Day, APR, and serving as chair of the Strategic Plan committee to ensure the board and staff are executing our strategic initiatives. This also includes collaborating with the PRSA Board of Directors to guide our decision-making, set priorities and ensure alignment with PRSA’s mission and vision statements. My favorite part of being Chair-elect is engaging with PRSA members, Chapters, Districts and sections to understand their needs and enhance the value of their membership.
You’ve contributed to PRSA committees and task forces supporting PRSSA students. What accomplishments are you most proud of, and how do these efforts benefit students in their professional journey?
One of the accomplishments I’m most proud of is partnering with Past Chair Jane Dvorak, APR, Fellow PRSA, to create the Fill the Funnel Handbook for PRSA Chapters, which was specifically designed to strengthen the transition from PRSSA to PRSA. Ensuring that students remain engaged in the profession after graduation is critical, and this guide provides best practices for fostering stronger relationships, offers students guidance on career development, networking and the benefits of PRSA membership post-graduation. One of the barriers that Jane and I discovered during our research was a complicated registration system from PRSSA to PRSA. We have worked to make this process more intuitive and accessible, ensuring that PRSSA graduates can easily join PRSA and take advantage of its resources. To maintain engagement with students beyond graduation, we are now capturing additional contact information, such as cell numbers for text messaging and permanent addresses for mailings. This allows us to provide timely updates on PRSA membership benefits, job opportunities and local Chapter events tailored to their career stage. Through these initiatives, we are making it easier for PRSSA members to continue their professional journey with PRSA, equipping them with the tools, connections and resources needed for success.
How can PRSSA members build meaningful connections with PRSA members and mentors that will help them grow in their careers?
I strongly encourage PRSSA members to take a proactive approach to networking and engagement. Attend PRSA Chapter meetings, networking events and professional development sessions to meet industry professionals. Volunteer for PRSA committees or events to gain visibility and demonstrate initiative. Participate in PRSA-hosted student networking nights or mixers. If you don’t live close to a PRSA Chapter, you can enroll in mentorship programs offered by PRSA Chapters or National initiatives or attend national and regional conferences such as PRSA and PRSSA ICON to connect with industry leaders. Join LinkedIn groups for PRSSA and PRSA members to participate in discussions. Follow PR professionals on Instagram and LinkedIn to stay updated on industry trends. Engage with PRSA webinars such as the monthly Member Monday series. By actively seeking mentorship and maintaining professional relationships with PRSA members, you can build a strong support system that will benefit you throughout your career.
For PRSSA members who are unsure about joining PRSA after graduation, what advice would you give them? How can they benefit from becoming part of the professional organization early in their careers?
PRSSA members need to think about their long-term career goals and how PRSA can help them achieve success. Transitioning from student life to the professional world can be challenging, but PRSA provides valuable resources, connections and opportunities that can set them apart early as they begin their professional journey. PRSA connects members with industry professionals across all levels and sectors of public relations. Many job opportunities come through networking, and being part of PRSA keeps you plugged into key industry conversations. A number of our PRSA Chapters have job boards and career development events that can help new graduates and young professionals find positions faster. In addition, PRSA offers special discounted rates for recent graduates through the Associate Membership program, making it affordable to stay involved.
It’s important to note that PRSA is not just about job searching—it’s a career-long resource for support, learning and growth. If you’re unsure, attend a PRSA event or webinar to see the value firsthand. Ask recent PRSSA graduates who joined PRSA about their experience and how it has benefited them. Making the transition to PRSA ensures that you stay connected to the industry, continue learning and build relationships that will help you throughout your career.
Looking back at your career, what piece off advice would you give your younger self?
“Embrace every opportunity, even if you feel unprepared.”
Early in my journey, I sometimes hesitated to take on leadership roles or step outside my comfort zone, thinking I needed more experience or expertise first. But the truth is, growth happens when you challenge yourself. Say yes to new opportunities—whether it’s a leadership position, a stretch assignment or a networking event where you don’t know anyone. The more you put yourself out there, the more doors will open.
Lastly, how can PRSSA members connect with you or follow your work?
Email: heide.harrell@prsa.org
Facebook: Facebook
LinkedIn: Heide (Pingley) Harrell, MA, APR | LinkedIn
Instagram: @heideallisonharrell
Heide Harrell is the Director of Communications for Central Arkansas Water, a metropolitan water system that serves almost 500,000 Arkansans in eight counties, and the 2024 Chair-elect of PRSA. She has more than 20 years of communications and marketing experience, and her many PRSA roles include serving as a member of the Board of Directors from 2020-2022, as Secretary in 2023, and as Senior Counsel in 2024. She has contributed to committees and task forces that support PRSSA students and PRSA’s annual conference. Harrell has also been Chair and Director of the Southwest District and President of the Arkansas Chapter.
In 2023, she was awarded the Crystal Award, the highest award presented by the Chapter’s Past Presidents Council, recognizing significant and continuous contributions to both the public relations profession and PRSA.
Before Central Arkansas Water, Harrell was Vice President and Communications Director of the Private Wealth Management division at Stephens, one of the largest, privately held independent investment firms off Wall Street. She was also the Director of Marketing and Business Development at Rose Law Firm, the oldest law firm west of the Mississippi River. She also spent nearly eight years working for two of Arkansas’s top advertising agencies.
Milagros Orcoyen, PRSSA National President, is a senior at Universidad Argentina de la Empresa in Buenos Aires, Argentina, poised to graduate in December 2024 with a major in public relations and institutional communication.
Her PRSSA journey began as a freshman, driven by a passion for professional growth and community engagement. Previously serving as the PRSSA National Vice President of Events and Fundraising, Milagros received The Elaine Averick Outstanding National Committee Member Award for her leadership.
Outside of PRSSA, she dedicates her time to sustainability efforts at GEO, the University of Buenos Aires’ sustainable development center, and contributes as a writer for The Jane Goodall Institute Argentina.
You can connect with her on LinkedIn.
