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Status of Broadcast Advertising and Outreach in 2024

In 2024 the media landscape has drastically changed. Many broadcasters have created new events, offer podcasting, and provide social media partnerships in addition to over-the-air messaging.  Ellyn Davidson, CEO, of Brogan & Partners, Lorri Rishar, CEO of EDGE, and Andrea Poole, Partner, Martin-Waymire hosted a webinar panel discussion in January 2024.

Many broadcasters offer podcasting, provide social media partnerships, and have created new live/local events, in addition to over-the-air messaging. Hear from agencies about how Michigan broadcasters are part of the media mix and what you could do to make your station(s) stand out.  This webinar was offered as a free member service from MAB.

Topics included: the 2024 media landscape, what agencies seek in a broadcast partnership, how events impact a proposal, and how station social media partnerships can engage local communities.

Ellyn Davidson, CEO, of Brogan & Partners


Since joining Brogan & Partners in 1994, Ellyn Davidson has left big fingerprints all over the 39-year-old agency. She started in our media department where she quickly rose to media director. Then, Ellyn moved into account management, where her abilities and energy were rewarded with responsibilities for managing several of our most important clients. Ellyn has a dazzling ability to oversee and coordinate teams on complex projects. In 2017, Ellyn purchased the agency.

Today, Ellyn brings her talents, experience and expertise together to focus on strategy, business development, morale, technology and what’s next for Brogan & Partners and our clients.

Ellyn received a BBA in marketing and operations management from the University of Wisconsin-Madison and an international business specialization from the London School of Economics.

Lorri Rishar, CEO of EDGE

Lorri Rishar

A 30-year communications veteran, Lorri is recognized as one of the top marketing professionals in Michigan.

Lorri began her career as a community journalist, serving as editor of award- winning newspapers in Hershey, Penn., and Grand Ledge, Mich. In 1994, she made the switch to public relations when state Rep. Frank Fitzgerald recruited her for the Michigan House of Representatives’ Communication Office. During her seven-year tenure at the state House, she served as Communications Director and, later, as Chief of Staff to the Speaker of the House, the highest House staff position.

From 2001-2007, she was the face of Sparrow Health System in Lansing, Mich., serving as its Director of Marketing and Community Relations. In addition to being the health system’s spokeswoman, Lorri oversaw all marketing, public relations and government relations. Lorri co-founded Edge Partnerships, a full-service marketing and public relations agency, in 2007.

A graduate of Millersville University of Pennsylvania, she received her bachelor’s degree in English with minors in Journalism and Fine Arts. She earned her MBA from Northwood University’s prestigious DeVos School of Business Management.

Andie Poole, Partner, Martin-Waymire

Andie Poole

Andie Poole is a strategic marketing communications professional with more than 17 years of experience and a background in the technology sector, higher education, and government relations. Andie serves as a triple threat, bringing to the table a strong writing repertoire, strategic social media and digital marketing expertise, and the ability to lead multiple projects and deliver results.

Andie has served as the lead consultant on the I Vaccinate campaign to boost childhood immunization rates in Michigan, which received the 2020 Silver Anvil Award from the Public Relations Society of America — the top PR award in the nation. Andie also works with the Michigan Department of Health and Human Services on its COVID-19 response and flu vaccination campaigns, Michigan’s University Research Corridor and Waste Management, among other clients.

Prior to joining Martin Waymire, Andie served as a product marketing manager at TechSmith Corporation and led projects ranging from writing customer stories to managing website content and global marketing strategy for TechSmith products.

A Spartan through and through, Andie earned her bachelor’s degree in English and master’s degree in public relations from Michigan State University.

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