Peggy Mihelich

Education

  • Columbia University Graduate School of Journalism, New York, NY (2009-2010) M.A., Concentration: Science

  • University of Kentucky, Lexington, KY (1991–1995) B.A., Major: Communications, Minor: History

Experience

July 2016 – Present: Director of Member Content, American Psychological Association (APA), Washington, D.C.
APA is a non-profit organization looking to promote the advancement, communication, and application of psychological science and knowledge to benefit society and improve lives. The 90,000+ members of APA are served via the membership section of APA.org. The goal of this site, which I helped create, is to provide members with exclusive value added content, benefits and services that will help them excel in their career, and drive member participation. My efforts contributed to membership growth of 1-3% year-over-year. My role:

  • Lead member content strategy, execution and marketing in support of APA’s acquisition, retention and engagement efforts within APA’s Membership-Marketing team.
  • Produce articles (20+/year), webinars/videos (20+/year with 20K registrations/year) and a bi-monthly newsletter which has seen open rates increase from 4-6% since I took it over 2 months after my start date.
  • Lead content marketing efforts via email, social media, house and print ads.
  • Maintain and review website, webinar and newsletter metrics for member content efforts. Prepare reports for staff and chief of membership.
  • Collaborate with various APA offices on content opportunities.
  • Regularly review and audit APA content to ensure that materials are high-value and consistent in tone with other APA departments and overall membership goals and objectives.
  • Supervise a manager of member content (1), freelance writers (7) and designers (2). Help with training, coaching, setting priorities and schedules.
  • Follow trends in content development and dissemination, regularly evaluates APA’s content against competitors, keeps up to date on mental health news and scientific research.

Sept 2016 - Present (Passion Project): Co-Founder and Chief Content Officer, Cork Hounds, LLC
Cork Hounds is a site and mobile app for finding dog-friendly vineyards in the United States. We let our users know if dogs are allowed: outdoors, on the patio/porch, in the tasting room or sometimes all of the above. In addition, Cork Hounds provides information on tasting fees, hours of operation, Google ratings and travel blogs to vineyards/wineries Cork Hounds has visited with our own pups.

  • Oversee data collection and quality control
  • Produce blog content and social media posts
  • Manage media outreach and promotional activities with vineyards and winery associations

July 2010 – July 2016: Program Director, American Association for the Advancement of Science (AAAS), Washington, D.C.
AAAS is a nonprofit organization dedicated to advancing science for the benefit of all people. The site’s mission is to inform and engage AAAS members (scientists, researchers, engineers and science enthusiasts) by covering the issues that matter most to them; from science policy to public engagement, while offering insights and analysis along a range of science-related topics. My efforts contributed to membership growth of around 1% year-over-year. My role:

  • Planning, budgeting, and assisting in creating the vision, brand and layout of AAAS’s exclusive member portal MemberCentral, which I created and launched in November of 2010.
  • Responsible for general management, development, oversight and coordination of content for MemberCentral. Advised on best use of contractors and in-house staff.
  • Write, edit and produce science-focused content (member profiles and mission oriented articles, videos, webinars, live chats, photo galleries and podcasts) for the site with the goal of engaging and informing members on issues that matter to them.
  • Create all multimedia content for MemberCentral’s evolving digital presence. Oversaw and actively contributed to all aspects of webinar and video production, including strategic planning, script writing, shooting, lighting, editing and analytics.
  • Work with the marketing team to promote membership campaign efforts that protect and advance the AAAS brand. Perform quality control for all content, ensuring all content met high editorial standards and were in line with the organization’s voice.
  • Set the strategy for the site and developed new products and recommendations for investments in equipment and staff. Made strategic budget recommendations and operated within budget to pay freelance writers (approx. 15), purchase needed equipment, and hire 3rd party vendors. Also set the editorial calendar for freelance staff and approved all work for publication.
  • Lead social media promotion to Twitter, FB, Google+ and YouTube. Decide how and when to share content with the media and public.
    Use monitoring tools (Google Analytics, Adobe Omniture, and Brightcove) to track engagement and interest of members.
  • Produce live member events: Career webinars (approx. 12 a year) and live lectures (approx. 3 a year). In 2015, produced a live lecture (audience: 500+) for AAAS’s publication, Science. This lecture featured renowned planetary scientist Alan Stern, who is the principal investigator for NASA’s New Horizons mission to Pluto. In 2013, produced member-networking events (similar to "science cafes") in Minneapolis, San Francisco, Toronto, Berlin, Melbourne and Sydney.
  • Provide expertise to AAAS programs seeking to use digital tools -- webinars, video or audio to increase the impact of their research findings and engagement campaigns.
  • Recommend new stratagies, partnerships and resources to further AAAS’s mission and goals. Select and purchased all cameras, lighting kits and audio equipment for video production.
  • Prepare analytical reports for management as needed.
  • Operate independently, with a high degree of self-sufficiency.

Sept 2009 – May 2010: M.A. Grad, Columbia University- J-School, New York, NY
Columbia’s one-academic year Master’s of Arts program is for journalists seeking to hone their skills and focus on a specific news concentration. My area of focus, science journalism. I completed a multimedia thesis project – a long-form 10,000 word story with (5) supporting videos and photos. The story looks at the conflicts threatening the endangered Hawaiian monk seal.

Sept 2008 – Sept 2009: Producer, Warner Bros., New York, NY

  • Manage and update editorial content for Essence.com’s homepage, news and entertainment sections.
  • Coordinate daily coverage with editorial and production staff.
  • Prepare analytic reports for management.
  • Utilize SEO best practices for headlines and photos.

Jan 2008 – Sept 2008: Editor/Producer, New York, NY
Freelance Producer, RealSimple.com, Time Inc. (August 2008 – October 2008)

  • Load content into Real Simple’s new publishing system/CMS.

Online Editor, amNew York, Tribune Company (January 2008 – May 2008)

  • Manage an editorial staff of five.
  • Update homepage,write original stories/blogs, report in the field, shoot and edit video.
  • Shoot Spring runway collections for New York Fashion Week.

Aug 1995 – Dec 2007: Editor/Producer, Cable News Network (CNN), Atlanta, GA
CNN is a worldwide for-profit news network providing 24-hour news coverage on cable television, web and radio. News is a fast paced, highly competitive and time-sensitive environment. Working at CNN demanded excellent journalism skills, strong interpersonal skills, a task-oriented style, and excellent multi-tasking and problem solving abilities. My ability to execute the daily work while developing and maintaining productive relationships with CNN staff, partners and management, helped me move into positions of increasing responsibility over a 12-year period. My roles:

CNN.com Science & Technology Editor/Producer (2004–2007)

  • Develop, write and produce editorial content for CNN.com’s Tech section using CNN’s news gathering resources (wires, newsgathering desks etc.). Notified the homepage editor of high interest stories for front-page placement.
  • Write original stories/scripts (~30), shoot video and photos in the field.
  • Oversee the editing of videos ensuring the quality and tone/style were in keeping with the accompanying written story.
  • Produce photo galleries and informational graphics to accompany stories.
  • Work with CNET, and Popular Science on shared content partnerships.
  • Responsible for writing engaging headlines, copy editing, and following AP style guidelines.
  • Follow daily site metrics to gage audience size and engagement with the content. Use that information to make changes to the section and produce future content.
  • Work with a lively newsroom staff, contributing to breaking news coverage when needed.

CNN.com Assignment Editor/Producer (2001–2003)

  • Assign daily stories (~10) to newsroom staff consisting of writers and editors/producers, a web master and on duty managing editor (10-15 people). Updated U.S. and World section pages with fresh content as needed. Inform the homepage editor/producer when stories were ready for placement. Aid writers and copy editors on editorial issues.
  • Produce breaking news coverage, incluing 9/11, Iraq War, bombings in the Middle East, crash of space shuttle Columbia, death of Palestinian Leader Yasser Arafat, and coverage of the 2001 election and recall.
  • Fill in weekend homepage editor/producer and weekday editor/homepage producer as needed. Duties include: leading newsroom staff, homepage story selection and placement, headline writing and lead story teasers, writing polls and sending breaking news banners.
  • Coordinate online coverage with CNN TV staff and online partners AOL and Sports Illustrated.
  • Strong ability to handle multiple tasks at once and under tight deadlines.

CNN.com Associate Editor/Producer (1998-2001)

  • Work with newsroom staff to produce multimedia projects – photo galleries, and flash graphics tied to news stories or for breaking stories.
  • Crop images, write captions, and build sound and video files for news stories.

CNN Associate Producer (1995–1998)

  • Supervised videotape production for live news broadcasts. Coordinate video production with show producers and writers, edit short video segments, as needed.
  • Other duties: floor directing, script delivery and teleprompter operation. Assist in the satellite feed routing/recording of video from around the globe.

Skills

  • Experience using both proprietary and open source CMS platforms.
  • Proficient with multimedia software/platforms: Adobe Creative Suite, Final Cut Pro, Camtasia Studio, Got to Webinar and Adobe Connect.
  • Skilled in all forms of content generation: writing, editing, reporting, and video production.
  • Excellent editorial/news judgment
  • Well versed in AP style.

Awards

  • 2020 Telly Award: Debt Smarts: Financing Your Future in Psychology -- Silver Award for Branded Content
  • 2020 Communicator Award: Debt Smarts: Financing Your Future in Psychology — Award of Distinction in Campaign/Content Promotion
  • 2019 Communicator Award: APA IMPACT: Member Content Highlights Booklet — Award of Excellence Content/Promotion Category
  • 2019 Communicator Award: Technology, Mind & Society 1st Annual TMS Conference -- Award for Marketing Effectiveness
  • 2019 Gold Circle Award (ASAE): APA Member Retention Campaign
  • 2014 MarCom Platinum Award for AAAS MemberCentral booklet Every Scientist Has a Story
  • 2011 Web Marketing Association’s 15th Annual WebAward: Outstanding Website Award for AAAS MemberCentral
  • 2011 Interactive Media Award (IMA): AAAS MemberCentral — Outstanding Achievement Award in the Association Category
  • 2011 Communicator Award: AAAS MemberCentral — Silver Award of Distinction (Websites – Associations)
  • 2009 Recipient of the Council for the Advancement of Science Writing's (CASW) Taylor/Blakeslee and Haseltine Fellowship
  • 2005 Peabody Award: CNN.com’s Coverage of Hurricane Katrina and its Aftermath
  • 2005 DuPont-Columbia Award: CNN.com’s Coverage of the Tsunami in South Asia

References are available on request.