Member Spotlight: Lisa Story, APR
Posted by admincarolyn on Apr. 29, 2026 / APR, Blog / Subscribe 0
We’re proud to spotlight Lisa Story, senior public outreach coordinator at the Las Vegas Valley Water District. Lisa has published two books, the most recent of which -- "BETTER DEAD THAN POOR: Stories and Letters from Uncle D. B. Cooper" -- is a 2026 Montaigne Medal Finalist! Lisa is a past president of our PRSA Las Vegas Valley Chapter and earned her Accreditation in Public Relations (APR) in 1996.
“Earning my APR has been a defining milestone in my professional journey. The process strengthened my commitment to the core principles of public relations and sharpened my focus on delivering meaningful, measurable results rooted in the highest ethical standards,” she said. “Since becoming accredited, I’ve found that it serves as a constant source of motivation, encouraging me to pursue continuous learning and evolve in our ever-changing profession. The accreditation process can be a significant commitment, but the Las Vegas PRSA chapter truly supports you on every step in the journey.”
April is recognized as APR Month by PRSA. Lisa shares that today’s APR exam is far more academic than the one she passed 29 years ago. “The original APR exam included a handwritten strategic plan and oral exam. I realized I think much better when my words are safely on paper rather than floating in the air in front of a panel,” she said. “Today’s exam is multiple choice, which means your mission is to choose the best textbook case answer. Let’s face it, our profession rarely hands us a tidy textbook scenario. Real-world PR often involves navigating crises, shifting priorities, and organizational structures that require sign-off from multiple departments and attorneys.”
“But for the APR exam, pretend you live in a perfect world: clear chain of command, direct access to the CEO, and no legal bottlenecks,” she added. “Answer as if every question and scenario unfolds exactly the way it does in the recommended reading and textbooks. It may not be real life, but it’s still good PR practice.”
Our chapter’s call for entries for the 2026 Pinnacle Awards opened April 9, 2026, with a final deadline of June 22, 2026. Lisa relayed that a strong Pinnacle Award entry does more than list tactics – it connects your research and stated objectives directly to the project’s results. “Public relations isn’t about racking up media hits; it’s about influencing behavior and achieving measurable goals. So even if your campaign earned a million impressions, be sure to explain how those impressions actually moved the needle with your target audience.”
“Your summary is the judges’ lifeline,” she continued. “They only have so much time, so make it count. Hit the SMART goals: Specific, Measurable, Attainable, Relevant, Time-bound. Define your audiences, outline your objectives, show your results, and include even very basic budget information. If you don’t have access to the budget or results, reach out to the people who do. A simple trick: Copy your objectives into the results section and then update each one to show whether you met the goal. If you didn’t, don’t panic. Just explain why. PR pros know that not every campaign turns out the way we want.”
Lisa encourages members to engage with our chapter as their schedules allow.
“Depending upon the time you have available, serving on a PRSA committee is a great way to network and keep the chapter moving forward. If you can’t commit to a regular meeting schedule, consider reaching out to a chapter member to meet up for lunch,” she said. “Attending the PRSA luncheons and mixers is equally important. If you’re an APR, consider participating in the reciprocal judging process. Judging another chapter’s entries is truly rewarding. It provides insights into other PR markets and reinforces your own strategic knowledge.”
Lisa also shared that PRSA played a pivotal role in shaping her professional path. “It provided a foundation for expanding my industry knowledge and building a network of colleagues on whom I can rely for insights and support. PRSA has allowed me to stay connected and relevant by keeping on top of emerging trends in our field.”
Her leadership roles within the Las Vegas Valley chapter were especially meaningful, she said, offering hands-on experience that strengthened her strategic abilities and deepened her commitment to public relations. “I’ve been fortunate to build a strong circle of trusted PRSA peers -- people who are more than colleagues, they’ve become life-long friends.”
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