Professional Advisor

Robert S. Saline, APR, Fellow PRSA, President and CEO

Robert S. Saline

Robert S. Saline, APR, Fellow PRSA

Robert S. Saline, APR, Fellow PRSA, has served as the professional advisor to the Penn State PRSSA Chapter since 2006.

Expertise – Saline’s expertise includes communications strategy and research, crisis communications, marketing and public relations. He counsels clients in organizational branding, statistical and focus group research, media and issues management, key-leader media coaching, public relations planning, special events management, new media (web/social) management and all areas of marketing communications.

Client Depth – Saline’s unique depth of experience enables him to effectively counsel clients on national, statewide, regional and local levels. Clients include Christiana Health Care, the South Central Workforce Investment Board, the Visiting Nurses Association of Central PA, the Pennsylvania Dental Association, Mid-Atlantic Corporate Federal Credit Union, Bastian Tire and Auto Centers and Country Meadows and Providence Place Retirement Centers. Clients have included Pinnacle Health System, Penn State Hershey Medical Center, Geisinger Health System and Highmark Blue Cross and Blue Shield.

Leadership – Saline has directed clients in communications strategy development, brand management and sustainability, merger and acquisition communications, media and issues management, reputation management, community relationship building and ongoing employee communications campaigns.

Experience – Prior to moving into consulting, he developed the Marketing Communications function and department for United Telephone of Pennsylvania and New Jersey (now CenturyLink). Unique challenges included developing marketing communications programs where none had existed for more than a dozen different market product and service lines. Under his direction, the organization’s marketing communications and advertising efforts resulted in increased market share and revenues.

Professionalism – Saline is accredited by the Public Relations Society of America (PRSA) and is a charter member of the Central Pennsylvania Chapter. Elected to the national PRSA College of Fellows, he coaches peers at the regional and national level seeking accreditation for PRSA and then The College of Fellows distinction. He is the recipient of numerous awards in the communications industry including the coveted Frederick E. Leuschner Award, saluting excellence in public relations awarded by the Central Pennsylvania Chapter of PRSA and the Ernest R. McDowell award for excellence in public relations from the Pennsylvania Public Relations Society. He earned a Bachelor of Arts degree in journalism and communications from Point Park University, Pittsburgh and has done graduate work at Temple University.

Commitment – He is a frequent guest lecturer at Messiah College, York College, Millersville University, Shippensburg University, Susquehanna University and at Penn State University where he serves as the professional advisor to the Public Relations Student Society of America members. He served as president for both the Central Pennsylvania Chapter of the Public Relations Society of America and the Pennsylvania Public Relations Society. He currently serves on the Public Relations and Marketing Committee of the West Shore Chamber of Commerce and as co-chair of the regional District 7390 public relations and public image committee for Rotary International.

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