Top Women in PR 2014: Sylvia R. Tawse

Sylvia R. Tawse, Chief Fresh Officer, Fresh Ideas Group

Sylvia is a well-known and respected PR leader in the natural foods industry. She built her agency, The Fresh Ideas Group, as a way to fill the gap between the organic industry, retailers and the media with meaningful and compelling communications and educational events. Her first client was fittingly the Organic Trade Association in which she launched and managed the “Keep Organic Organic” public awareness campaign, which resulted in the highest number of letters received by the USDA in its history.

Sylvia spearheaded the media day campaign at Burpee’s Fordhook Farm, using grassroots outreach and strategic media relations to bring 20 top-tier journalists to the farm for a day of education and relationship building. The objective was to build brand awareness and increase positive perception of Burpee through an “on-the-farm” visit and education, gardening, cooking and eating experiences. Editors attended the event from Organic Gardening, Country Gardens, Horticulture, and This Old House. The media guests’ audience impressions totaled over 25 million.