Member Spotlight: Kevin Waetke

Tell us a little about yourself.

I was raised in eastern Iowa, the son of multi-generational farmers. The experiences of my youth – and specifically growing up on a farm – turned out to be a natural for me in leading communications for nearly seven years in agriculture and food production. I graduated Drake University with a degree in journalism focused on broadcast news and radio-TV production, then became a reporter and news assignment editor for WHO-TV. While working full-time, I earned my graduate degree in integrated communications, also from Drake. I try to focus my life around being of service to others and making a difference. That’s why I enjoy volunteering. I have provided communications support to several nonprofits in the Des Moines area over the years. My wife, Kelly, and I live in Johnston with four children (and two dogs) between us. However, now we are empty nesters!

What drew you to public relations in the first place?

I worked five years in TV news and the fast pace actually frustrated me. It is funny that as a TV news reporter, every day was different yet the same. (Think Groundhog Day!) I enjoyed the writing and using media tools to develop and share a story. But I wanted to truly invest my time in shaping a communication outcome that had a life span of more than 90 seconds. I wanted to focus on quality communications that have an impact. I personally feel that Public Relations is all about simplifying a complex situation or issue, defining the audience(s) it affects, and developing messages that can be delivered through tools unique to that audience. I teach an APR class each year on issues and crisis management and I try to reflect that to students.

What has your career path looked like? What is your current role?

I have been fortunate to have had a career with consistently elevated responsibility across a number of distinct industries. I moved from broadcasting to health care; then from energy production and utilities to manufacturing. My sweet spot, however, is financial services. I have spent nearly half of my professional work experience with companies like Wells Fargo, Aviva USA, and now Sammons Financial Group. Financial services touch us all and it requires a communications approach that simplifies the often complex. As communicators, we need to distill financial issues down to “kitchen-table” economics; we need to alleviate the concerns so many people have in planning for retirement and protecting their families. In crafting communications, I always ask what is the client or customer solution? What is the key consumer benefit, and what behavior are we trying to shape? Today I lead internal and external communications at Sammons Financial Group, and part of that role is shaping digital strategy. We have many audiences and it is critical that we are consistent in our approach in meeting the needs of partners and clients, as well as building and preserving reputation and image.

What is your proudest professional accomplishment?

I have been a member of PRSA for 30 years, and my proudest moment is two-fold. The first is being named to PRSA’s national board of directors in 2016, and then being re-elected to the board for a second term. In that time, I truly got to understand the complexities of our industry and network with leaders from across the country. It also inspired me to apply to the College of Fellows, in which I was inducted in 2020. Today, I am proud to serve our chapter as treasurer, while also on a number of national committees including co-chair of the College of Fellows GoodFellows (mentor-matching) program and member of the College’s leadership committee, the 2022 College of Fellows induction ceremony committee, and was an alternate to the PRSA nominating committee. My goal is to give back to PRSA and take another run in board leadership.

What do you like to do in your free time?

My free time is all about my family. We are currently wrapping up construction of our new home – being built by my stepson, Cody. I have a second stepson, Travis, who is an attorney in Des Moines. My son and daughter, Carlyn and Mason, both work in Denver and Loveland, CO, respectively. My goal is to travel out west at least a couple of times a year. Finally, I spend a lot of time with my Australian Shepherds, Nala and Cadence, and they keep me busy with walks and runs. Fitness is important to me, so I try to get out on a run or on the bike regularly.