I'm a 17-year strategic communication veteran with deep experience and many lessons to share about advertising and PR research and strategy projects I've managed. I'm finishing my doctorate in advertising and public relations at Michigan State University (Go Green!), where my research focuses on seeking a better understanding of how people's emotions affect how they engage with viral social media content. I am full-time advertising and public relations professor in Grand Valley State University's School of Communications (Go Lakers!). I own Azure Strategies, which is a multi client strategic communication research strategy and planning consultancy. Azure has been helping an array of organizations research, plan and execute on their social media, PR and advertising for many years, including small- to mid-sized technology companies, governmental agencies, trade associations, and issues management and political candidate campaigns. I believe in pushing myself and my clients to constantly reach higher and to always remember that the journey is just as important as the destination.