Inside you'll find the most up to date PRSA news on the local front (including information about September’s Ethics luncheon, an overview of August’s Diversity luncheon, Blacksmith Award’s video and an APR/New Professionals event for September), the national PRSA front (including information about the upcoming PRSA National Conference and an opportunity to become involved on the national level) and many other amazing opportunities for our members to help each other, non-profit organizations and many others.
By Shasta Taber
Dear Members:
If you have any questions, comments or concerns regarding the newsletter, please feel free to let me know by emailing me at srtaber@hotmail.com.
Shasta Taber
Newsletter Editor
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By Lisa Doxsee, APR
As many of you may know, I am not originally from Cincinnati. However, the more involved I get, the more entrenched in the community I feel. But now, more than ever, I am particularly proud to consider myself a Cincinnatian—please don’t tell my Hoosier family!
Yes, I enjoy the Bengals, and even the Reds when I have a chance to go to a game, but that’s not why. (Some of you know my heart belongs to the Bears—again, don’t tell my Colts family!) Put all of this aside, it’s the enthusiasm that Cincinnatians bring to all they do. It’s the pride they show in the community and the time they volunteer to improve the community whether that’s through supporting a social organization, the arts or their profession.
This last point has become very apparent to me over the last few weeks. I was very impressed with the turnout at our August luncheon, Shaking the Diversity Blues, presented by Dr. Gladys Gossett Hankins at the National Underground Railroad Freedom Center. The commitment shown by so many to this important topic within our profession, business community, Cincinnati community and beyond is astounding. I have hope that this commitment will only grow and expand as time moves on, but only if we are open to the conversation. Cincinnati PRSA has already committed to working with the Freedom Center among others during the Lincoln Celebration taking place next year. This celebration will have an impact not only in our community, but throughout the nation.
As mentioned so many times previously, our chapter has a membership rich
in experience, dedication and enthusiasm. It is to honor this breadth of
experience and dedication that the chapter developed the
Werner-VonderHaar-Bogart award which is presented each year to one
person who exemplifies service to the chapter, the profession, the
community and the society. I know we have many chapter members who are
eligible, so please nominate an individual you feel to be deserving of
this honor. We have extended the nomination deadline to October 1st.
Nomination information can be found here.
(http://www.cincinnatiprsa.org/PRVision/index.php#WVB).
This brings me to my final point, we have tried something new and fun to encourage you to enter your work in the Blacksmith Awards. Please watch the video and have a chuckle or three – but most importantly, enter the great work you do and let’s have the best showcase of public relations work this region has yet to see. I take pride in knowing it’s out there. Watch the Blacksmiths on YouTube
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September 11, 2007 - Monthly Luncheon (Back to Tuesday!)
Counseling leaders and clients on reputation management is one of the most vital responsibilities of public relations professionals. Rich Schuster, sociologist and lawyer, joins us during PRSA’s Ethics Month to discuss how the stress of achieving business goals can lead ethical, law-abiding individuals (and sometimes entire organizations) down paths that may end in disgrace and regulatory sanctions or legal actions. His observation, “Often, you don’t know you’re in trouble until you are,” highlights just how challenging it can be for PR professionals to serve as reputation protectors.
Rich Schuster is Corporate Responsibility Officer, Privacy Officer and Assistant Legal Counsel for Mercy Health Partners of Southwest Ohio. Before joining Mercy in 1998, Rich’s legal career included working at ChoiceCare and the law firm of Dinsmore and Shohl. Before coming to Cincinnati, he taught sociology at Virginia Tech and Valparaiso. Rich earned his PhD in sociology (with an emphasis in criminology) from The Ohio State University and his law degree from The University of Virginia.
We’d love to see you there!
| Date: |
Tuesday, September 11 , 2007 |
| Place: |
Montgomery Inn Restaurant
9440 Montgomery Road
Cincinnati, OH 45242
www.montgomeryinn.com |
| Time: |
11:30 Networking; 12:00 Lunch & Program |
| Cost: |
$23 for Cincinnati Chapter PRSA Members
$28 for non-members and guests
$18 for fulltime students
Payment is due the day of the event. Checks and cash are the preffered methods of payment. However, we do accept MasterCard and Visa.
If you prefer to prepay, checks can be mailed to:
PRSA Cincinnati Chapter, PO Box 43242, Cincinnati, OH 45243 |
| RSVP: |
By NOON on Wednesday, September 5
Reservations may be made one of two ways: 1) Leave a message on our chapter voice mail, 513-792-0402
2) Send an email to our Chapter Administrator, acampbell@fuse.net
Reservations are required. We cannot guarantee we will have space for walkins. |
| Diet: |
Please let us know when you place your reservation if you would like to request a vegetarian meal. All meals must be preordered and the location cannot guarantee substitutions can be made on site without prior request. |
| Cancellations: |
Will be accepted until RSVP deadline listed above. After that time you will be billed for the cost of your reservation, even if unable to attend. Please understand that once we guarantee our count to the location we are billed for the meal you order whether you use it or not. |
October 2, 2007 - Media Day
December 13, 2007 - Blacksmith Awards
Click here to check out further details on these upcoming luncheons and other events on the Cincinnati Chapter’s website. (http://www.cincinnatiprsa.org/meetings.htm)
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By Connie Kolita, APR
Come hear chapter Accreditation Chair Connie Kolita, and possibly some APRs who recently earned accreditation, discuss the ins-and-outs of the APR process. An event sponsored by our New Professionals group has been scheduled for Thursday, September 6, 2007, at the offices of the Cincinnati Convention & Visitors Bureau. The CVB is located downtown at 525 Vine Street, Suite 1500. (This is directly across the street from Fountain Square, and people can park in the Fountain Square garage.) Arrive, eat and mingle from 5:30 to 6pm. Program begins at 6 and cost is $12 (which should include drinks and snacks). Contact Nicole Ropp with any questions at nicoleropp@mac.com
(from March 2007 PRVisions)
(from March 2007 PRVisions)
For more information about any of the blurbs above, contact Cincinnati Accreditation Chair Connie Kolita at KolitaCM@fhlbcin.com. You can also read about accreditation on the PRSA National web site, www.prsa.org, click on Accreditation (APR) link.
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Watch the Blacksmiths on YouTube
The 2007 Blacksmith Awards Call for Entries is now available online. Not sure what to enter? We’re providing video footage from a (really) bad brainstorm session to provide inspiration on what NOT to enter.
Special thanks to chapter member Kristan Getsy of Lifeseyes Media
[ http://www.lifeseyesmedia.com ] for making this video possible.
Be sure to check out the video and download the call for entries for more details. More details available at http://www.cincinnatiprsa.org/blacksmith/index.php
By Kevin Dugan, APR
Everyone reading this should consider entering the 2007 Blacksmith awards. There are more than 20 different categories for campaigns and tactics. The call for entries goes out in August, but it’s not too early to begin thinking about your entry now.
What makes work award-winning? Campaigns are judged for research, planning, execution and results while tactics are evaluated against project objectives, budget, design and results.
The entry is simple to prepare, but extremely important. Great work can go unnoticed due to a poorly-written entry while a concise entry can help secure some hardware. With this in mind, here are seven lucky tips to remember as you prepare your entry.
1) Consider it your resume. Give the entry the same time, thought and attention you give your resume. Review every line. Proofread it. Proofread it again. Have someone unfamiliar with the project read the entry. This helps identify questions you leave unanswered or areas where you may need to clarify points you’re making.
2) Follow directions. It sounds obvious, I know. But after judging dozens of entries from other chapter award competitions, it bears restating. Many entries ignore directions and their scores reflect it. If you’re told you’ll be judged on measurable objectives, include some in your entry.
3) Tell us about the audience. The audience is critical to every plan, but it’s not always requested in an entry. You’re immersed in the work so the audience is obvious to you. But you should always quickly define the target audience early in the entry to set the stage.
4) Add sizzle and steak. There are usually portions of a project that stand out and drive you to enter them into award competitions in the first place. Just remember that standout portions of a project will not carry your whole entry. Make sure each part of your entry is as strong as possible.
5) Revisit research. Sometimes we only consider including primary research when pulling entries together. Include all primary and secondary research that fueled your planning. And include a copy of this research in the appendix.
6) Remember the appendix. Get full credit for all the work you’ve done. Include samples of research, results and other relevant information. Merchandise how thorough you were in planning, execution and evaluation.
7) End on a high note. Despite their restrictive format, award entries should tell a story. Too many entries simply end. Consider how the entry title, project objective and a one-sentence summary of the project's success work together. The last thing the judges read should influence a positive evaluation.
Putting entry binders together is hard work and the entry fees add up quickly. Applying these tips will help ensure the investment of time and money pays off. If your campaign or tactic has been completed within the last half of 2006 or prior to the October 2007 entry deadline, enter the Blacksmith awards. For more information, contact me at kdugan@frch.com.
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Community Service Update
By Megan Licursi
This year, we’ve selected to work with the American Red Cross and its Power of Two program.
The program's moniker, "Power of Two," refers to the time someone might dedicate to volunteering to the American Red Cross -- two hours (writing news releases, for example); two days (handling media at a local disaster); two weeks (providing media relations for a large disaster anywhere in the United States) or twice a year. The Power of Two offers volunteers flexibility in determining how and for how long they will volunteer. Under the program, volunteers also receive training on fulfilling their roles as Red Cross media representatives.
Click here to see a copy of the flyer that was shared at the July Happy Hour.
Should you have any questions and/or would like to volunteer, please contact Megan Licursi at megan@licursi.net.
Thanks!
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By Laura Carr
Dr. Gladys Gossett Hankins challenged Cincinnati PRSA members to “be the change you want to see in the world” as the keynote speaker for the August luncheon. Citing Dave Hanna’s book on open systems, she quoted, “All systems (organizations) are perfectly designed to get the results they get.” The efforts of all members (individual systems contributing to the whole) produce those results. Therefore, if your organization lacks diversity in its employees, customers, community involvement then every member of that organization owns those results – not just senior management.”
Dr. Hankins explained that prejudice and discrimination are the biggest reasons there are problems in the area of human diversity. Prejudice is the belief; discrimination is the action or behavior based on prejudice that minimizes or puts others down. These are widespread and pervasive. Legislation was created to prohibit discrimination, which does not eliminate prejudice.
“Diversity proficiency, mastery, or awareness, is not about understanding others’ differences. It is about understanding yourself and why you react as you do to others’ differences, including race, gender, ethnicity, religion, body size, shape, hair color, style, etc.,” she commented. “No one is exempt from discriminating against others and no one is immune from being discriminated by others.”
Dr. Hankins quoted statistics from leading sociologists in the human behavior stating that between the ages of 1 and 5 an individual’s beliefs, prejudices, stereotypes, values, likes and dislikes are formed. These parameters stay with us for life, and most of us have no recall of ever forming such beliefs.
- Dr. Ed Nichols said “By the age of two, we are outfitted with a pair of lens through which we will see the world for the rest of our life.”
- Dr. Morris Massey said by the age of four, our values, prejudices, stereotypes, have been formed and will stay with us for life, UNLESS we have a “significant emotional event.”
- Dr. Gordon Allport (author of The Nature of Prejudice, 1958) said, “The easiest thing to teach someone is that they are superior to someone else. And it need have no basis in fact, whatsoever.”
“A diversity discussion can not be effective if it is at the intellectual level because intellectual diversity awareness does not compel change. Only if one’s heart/gut is touched at the emotional level are they driven to change,” says Dr. Hankins.
“Each of us, as an integral part of the ‘system’ has a choice to make: to either be part of the solution (by confronting prejudice and discrimination when you see it) or part of the problem (by discriminating against others or by doing nothing when you see others being discriminated against).
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Ethics Scenerio - A Point of View
By Debbie D. Copeland-Bloom, APR
Ethics Scenario
As a sole practitioner, you are approached by a group of prominent citizens who want to advocate for the closing of a nuclear power plant. They argue that it is upwind from a major metropolis and either an accident or a terrorist attack at the plant could result in widespread fallout and loss of human life. They want you to prepare informational materials without mentioning the fact that closing the plant could result in rolling brownouts in the metro area.
Last month I asked readers to share their thoughts on the above situation—would fulfilling the prospective clients’ request be ethical? I didn’t hear from anyone, so I’ll give my opinion. (Feel free to send me your thoughts on this scenario [Deborah.copelandbloom@53.com] and how you think it best handled.)
The first Core Principle in the PRSA Code of Ethics says: “protecting and advancing the free flow of accurate and truthful information is essential to serving the public interest and contributing to informed decision making in a democratic society.” I believe that the advocates for closing the power plant have a right to share their concerns and try to rally support for their cause—closing the power plant.
If the sole practitioner takes on this project, I believe that he or she can meet the clients’ request that informational materials not mention that rolling brownouts could occur if the nuclear power plant closes. He or she, however, needs to counsel the clients that they must be prepared to discuss the possibility of brownouts. In fact, it would be to their cause’s advantage if they offer recommendations on what needs to occur to assure the community’s power needs will be met if the nuclear power plant closes. Through this dialogue, the PR practitioner may help the clients to see that proactively addressing the brownout situation could build credibility with their audiences.
Special Ethics Note:
September is Ethics month for PRSA chapters. Our speaker in September is Rich Schuster, lawyer and sociologist. Rich is an entertaining presenter and his topic, “When Things Get Tough, People Get Creative,” will undoubtedly be thought provoking. I hope you’ll plan on attending our September 11th PRSA luncheon with Rich Schuster.
This year, at each month’s PRSA meeting, a drawing will be held for an excellent addition to the PR practitioner’s library: Legal and Ethical Restraints on Public Relations by Karla Gower. The book’s first chapter focuses on ethics models, codes and guidelines. The rest of the book concerns legal issues, such as corporate and commercial speech, intellectual property and government relations.
Whether you’re studying for the APR or need to revisit the ins and outs of trademarks, this concise reference has the information you’re looking for.
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If you are interested in information about the Independent Practitioners of Cincinnati PRSA please contact:
Pam Gilchrist, APR
PR~Link Public Relations
(859) 431-9090
pgilchrist@pr-link.com
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By Jackie Reau
If you plan on attending the 2007 Media Day produced by the Cincinnati chapter of Public Relations Society of America, please read below.
This year, we are creating two resource guides for participants. One is a local media pitching guide which will include detailed information on our local contacts that will be given to each attendee. The other is a local expert guide that we will provide to media to use as a daily reference.
Tuesday, Oct. 2, Duke Energy Center
**the final list of participating media is being finalized and will be released shortly
| 11:30 a.m. |
Registration |
| 12 p.m. |
Keynote Panel Discussion: Ask the Assignment Editors
Featuring local TV and radio decision makers |
| 1-1:15 p.m. |
Break |
| 1:15-2:45 p.m. |
Industry Media Roundtables (participants will attend three 30 minute discussions)
Featuring the following industries general news, health care, real estate, finance, education, women’s issues, African-American, Hispanic, non-profit, sales, government, travel, arts, sports, IT/Tech, |
| 2:45-3 p.m. |
Break |
| 3-3:45 p.m. |
Keynote presentation |
| 3:45-4 p.m. |
Break |
| 4-4:45 p.m. |
Get Featured Media Panel
Featuring magazine, newspaper and radio editors from local and regional publications |
Guidelines for participation
Step One: Register for the Program
Register for the program; there are various levels of participation.
| Full program - Member |
$125 |
| Full program - Non-member |
$150 |
| Lunch Only - Member |
$25 |
| Lunch Only - Non-member |
$35 |
| Happy Hour Only - Member |
Free |
| Happy Hour Only - Non-member |
$20 |
Payment is due no later than the day of the event. Checks and cash are the preffered methods of payment. However, we do accept MasterCard and Visa.
If you prefer to prepay, checks can be mailed to:
PRSA Cincinnati Chapter, PO Box 43242, Cincinnati, OH 45243
Reservation deadline is tentatively scheduled as September 21. Reservations are required. We cannot guarantee we will have space for walkins.
Reservations may be made one of two ways:
1) Leave a message on our chapter voice mail, 513-792-0402
2) Send an email to our Chapter Administrator, acampbell@fuse.net
Cancellations
will be accepted until RSVP deadline listed above. After that time you will be billed for the cost of your reservation, even if unable to attend. Please understand that once we guarantee our count to the location we are billed for the food you order whether you use it or not.
Step Two: Provide Experts
Provide information for up to five experts from your company or client list using the following template. Experts will be listed by category of expertise and cross referenced once all are returned.
Expert Information
Name
Title
Company
Areas of expertise for media comment (list up to five)
PR Contact
Name
Title
Company
Office phone
Cell phone
Email
Here is an example to follow:
Expert Information
Name: Iris Simpson-Bush
Title: Executive Director
Company: Flying Pig Marathon
Areas of expertise for media comment (list up to five): staging major city-wide events, running trends, non-profit relationships, sponsorship management
PR Contact
Name: Jackie Reau
Title: CEO
Company: Game Day Communications
Office phone: (513) 929-4263
Cell phone: (513) 708-5822
Email: jreau@gamedaypr.com
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If interested in information about the mentoring program; either becoming a mentor or being matched up with a mentor please contact:
Pam Gilchrist, APR
PR~Link Public Relations
(859) 431-9090
pgilchrist@pr-link.com
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NEW:
Julie C. Negrelli
151 West 7th St, Ste 306
Cincinnati, OH 45202
216-509-6740
julie.negrelli@gmail.com
Jeffrey T. Peppet
Dir Mktg Commun
Givaudan Flavors Corp
1199 Edison Dr
Cincinnati, OH 45216
513-948-5655
jeff.peppet@givaudan.com
Steven Chad Schwalbach
Marketing & PR Associate
Music Teachers National Association
441 Vine St, Ste 505
Cincinnati, OH 45202
513-421-1420
cschwalbach@mtna.org
REINSTATED:
Susan C. Eggemeier
375 South Wind Ln
Ludlow, KY 41016
859-292-3968
eggemeier@zoomtown.com
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By Nicole Ropp
The event is scheduled for Thursday, Sept. 6th at the offices of the Cincinnati Convention & Visitors Bureau. The CVB is located downtown at 525 Vine St., Suite 1500. Arrive, eat and mingle from 5:30 – 6 pm. The program begins at 6 pm.
The APR is the only certification program open to PR practitioners. Earning the APR is a noteworthy achievement and a symbol of professionalism.
Join Connie Kolita, APR, for an after-work info session to learn how your PRSA chapter can help prepare you for the process of accreditation. We'll also have recent APRs on hand to answer questions.
Parking is available across the street from the 525 Building at the Vine Street Garage for $3. The cost to attend the event is $12.
If you are interested in attending, please contact Nicole Ropp at nicoleropp@mac.com with APR in the subject line. We’ll be taking reservations until Friday, August 31. If interested in the New Professionals group please contact Jessie Folmer at jfolmar@cincyusa.com or 513-632-5371.
Special Invitation from The Cincinnati Ballet
By Terry Honebrink
For the Saturday, September 22nd & 29th performance, Young Professionals are encouraged to attend. After the ballet, there will be light refreshments and entertainment. “The ‘get togethers’ are to encourage YP's to come to the ballet and see it as a fun place to hang out!” said Terry Honebrink. The shows begin at 8:00 and are being performed at the Mickey Jarson Kaplan Studio at the Ballet Center, 1555 Central Parkway at the corner of Liberty and Central Parkway. The only RSVP needed is a ticket to the performance. PDF Invitation
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By Lisa Doxsee, APR
Now is your chance to help make a difference in the life of an individual living with a disability! On August 25, Easter Seals Work Resource Center is hosting Tailgate Bash on Fountain Square. Tailgate Bash is an all-day event highlighting things that make Cincinnati great—food favorites, live local music, Fountain Square – and of course, CORNHOLE!
Easter Seals Work Resource Center is currently seeking volunteers to assist with scoring during the event. The event runs from 8 a.m. to 8 p.m. and volunteers are needed throughout the day. If you would like to lend a hand, please contact volunteer and event coordinator, Kelly Ulman, at 513.386.6856 or kulman@eastersealswrc.org. Please don’t pass up this opportunity to make a difference!
ABOUT TAILGATE BASH
Tailgate Bash features two one-of-a-kind events: the World Cornhole Championship and Cornhole-athon! Cornhole-athon is a 12-hour relay-style cornhole match where players tag into play throughout the day. It’s a unique way to raise awareness of the challenges faced by people with disabilities and disadvantages who are trying to succeed in the workplace. All cornhole sets used in Cornhole-athon are built by people with disabilities who are engaged in work training programs at Easter Seals Work Resource Center. Teams competing in Cornhole-athon pledge their support to helping others improve their lives, and use the event to engage the support of others.
Interested in entering a team in Cornhole-athon? Register online at www.eastersealswrc.org/tailgatebash to set up your team recruitment web site.
Volunteer your PR skills to a worthy cause and you can make new contacts, add material to your portfolio and earn APR maintenance points. Visit the volunteer bank at http://www.cincinnatiprsa.org/jobBank/index.php.
If you know of a nonprofit organization that would like to request volunteer PR assistance, please have them contact Jeff Seal, APR, at jseal@fuse.net.
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By Mike Boehmer, APR
Don’t delay. Nominations are being accepted for the Werner-VonderHaar-Bogart Award – the highest honor the Cincinnati PRSA chapter can bestow upon a public relations professional.
The award – named after three Cincinnati chapter presidents who advanced to national PRSA president -- recognizes service to the chapter, the profession, the community and the society. William Werner, Edward VonderHaar and Judith Bogart each displayed exceptional depth, breadth and quality of service to our profession, to the Cincinnati community and to PRSA. The award acknowledges the value of exceptional service.
Here are the criteria for selection of the award recipient:
- Service to the Chapter – Having served as an officer of the chapter, as a board member, a committee chair, or a committee member – preferably a combination of these accomplishments over a sustained period.
- Service to the Profession – Having served as a program speaker, professional development presenter, a panelist, coordinator of an accreditation activity, worked closely with students in the classroom or as a mentor, and worked with faculty, etc. over a sustained period of time.
- Service to the Greater Cincinnati Community – Having done pro bono public relations work in support of a not-for-profit organization, having served as PR chairman for a not-for-profit community or board, etc.
- Service to the Society – Having served in a leadership position in a Professional Interest Section or on a District or National ad hoc committee or task force, having served at the District level or National level on a committee, board or as an officer.
The qualified candidate will have demonstrated achievement in at least three of the four service areas.
Nominations, which detail the candidate’s contributions in the selection criteria, should be sent to Mike Boehmer at boehmm@jfs.hamilton-co.org by October 1, 2007.
The East Central District of PRSA is recognizing shining examples of public relations campaigns and tactics through its 30th annual awards competition. The Diamond Awards competition is open to any public relations professional, including members of the 15 chapters in the East Central District or any nonmember whose place of business is within the district boundaries. The 2007 competition is proudly hosted by the West Virginia Chapter of PRSA. Thanks go to our corporate sponsors: Columbia Gas Transmission, Fifth Third Bank and BrickStreet Mutual Insurance Company.
You will be receiving a printed copy of the call for entries in mid-August, but if you want to get a head start on making the September 28 deadline (or the September 21 Early Bird deadline), visit http://www.ecd-prsa.org/events/diamond.html and be sure to click on the PDF version of the call for entries.
Miami University PRSSA:
http://www.orgs.muohio.edu/muprssa
Northern Kentucky University:
www.nkuprssa.org
Special Invitation from Cincinnati Ballet
For the Saturday, September 22nd & 29th performance, Young Professionals are encouraged to attend. After the ballet, there will be light refreshments and entertainment. “The ‘get togethers’ are to encourage YP's to come to the ballet and see it as a fun place to hang out!” said Terry Honebrink. The shows begin at 8:00 and are being performed at the Mickey Jarson Kaplan Studio at the Ballet Center, 1555 Central Parkway at the corner of Liberty and Central Parkway. The only RSVP needed is a ticket to the performance.
- The Business Courier has announced the members of its 2007 Forty Under 40 class; including Gina Douthat, director of communications and development, Transit Authority of Northern Kentucky; and Jon Reischel, public relations director, Strata-G Communications.
- PR~Link is the winner of one platinum and two gold Hermes Creative Awards. The awards were given for PR~Link’s work with two clients: Time Warner Cable Southwest Ohio Division and LJB Inc.
By Shasta Taber
If you, or you know someone, that is a member of the Cincinnati Chapter of PRSA that has received an award, been promoted or recently hired, or even their company/agency has received an award, or new client please share it with the rest of the chapter by submitting a short article to Shasta Taber, newsletter editor at srtaber@hotmail.com. Articles submitted in a Microsoft Word document would be greatly appreciated. back to top
Contact: Debbie Girard, 212-460-1495
NEW YORK (Aug. 15, 2007) – The Public Relations Society of America (PRSA) announced it will publish the Public Relations Journal, an upscale, peer-reviewed, research electronic journal that will facilitate transfer of knowledge from the educational community to the professional community. Selected Journal editor is Donald K. Wright, Ph.D., APR, Fellow PRSA, professor of public relations at Boston University.
Dr. Wright is one of the world’s most published public relations scholars with a solid footprint on the academic and practitioner sides of the public relations profession. Past recipient of the PRSA Outstanding Educator Award, Dr. Wright is a member of the boards of trustees for Arthur W. Page Society and Institute for Public Relations.
Donald K. Wright, Ph.D., APR, Fellow PRSA
Professor of Public Relations, Boston University
“Our goals are to support and facilitate an increase in quality public relations research within the academic community, promote research necessary to grow and build public relations as a profession and earn respect throughout the academic community as a highly thorough juried publication,” said Dr. Wright.
Rhoda Weiss, APR, Fellow PRSA
PRSA National Chair & CEO
“The Journal will enhance the body of knowledge in the public relations and communications profession and bring public relations education and its professional practice closer together,” said PRSA National Chair & CEO Rhoda Weiss, APR, Fellow PRSA. “The Journal’s balance of practice and theory will help practitioners better understand the science of public relations while providing educators a realistic picture of the contemporary practice of our field.”
An editorial review board consisting of more than 40 noted educators and public relations executives will review articles submitted to the Journal. Articles will be submitted through a double-blind review, and will be approved by a practitioner and an educator. A panel of editorial review board members with expertise in education and practice will arbitrate issues between scholars and practitioners.
While a Public Relations Journal was published until the mid-1990s, its task was similar to PRSA’s news and feature periodicals, the daily PR Issues & Trends, monthly PR Tactics and quarterly Strategist. With plans for a quarterly publication, Dr. Wright hopes to debut the first edition this fall.
For information about submitting an article and editorial guidelines, contact don.wright@prsa.org.
Editor
Donald Wright, Ph.D., APR, Fellow PRSA, Professor of Public Relations, College of Communication, Boston University
Business School Professors
Paul Argenti, MBA, Professor of Corporate Communication, Tuck School of Business, Dartmouth University
Stephen Greyser, DBA, Richard P. Chapman Professor of Marketing and Communications, Graduate School of Business Administration, Harvard University
Jim O’Rourke, Ph. D., Professor and Director, Eugene D. Fanning Center, Mendoza College of Business, University of Notre Dame
Communication or Journalism Schools Professors
Shannon Bowen, Ph.D., Assistant Professor, Department of Communication, University of Maryland
David Dozier, Ph.D., Professor, School of Communication, San Diego State University
Dean Kruckeberg, Ph.D., APR, Fellow PRSA, Professor, Department of Communication Studies, University of Northern Iowa
Juan-Carlos Molleda, Ph.D., Associate Professor & Graduate Coordinator, Department of Public Relations, College of Journalism and Communications, University of Florida
Bradley Rawlins, Ph.D., Associate Chair, Department of Communication, Brigham Young University
Maria Russell, MA, APR, Fellow PRSA, Professor and Director, Public Relations Department, S.I. Newhouse School of Public Communications, Syracuse University
Charles Salmon, Ph.D., Dean, College of Communication Arts and Sciences, Michigan State University
Bey-Ling Sha, Ph.D., APR, Assistant Professor, School of Journalism & Media Studies, San Diego State University
Krishnamurthy Sriramesh, Ph.D., Associate Professor, Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore
Don Stacks, Ph.D., Professor and Director, Program in Public Relations, School of Communications, University of Miami
Judy VanSlykeTurk, Ph.D., APR, Fellow PRSA, Director, School of Mass Communications, Virginia Commonwealth University
Dennis Wilcox, Ph.D., APR, Fellow PRSA, Professor of Public Relations, San Jose State University
Lynn Zoch, Ph.D., Associate Professor and Coordinator of Master’s Degree Programs, School of Journalism and Mass Communication. University of South Carolina
Public Relations Practitioners
Angela Buonocore, Vice President and Director, Corporate Relations, ITT Corporation
John Bergen, Senior Vice President, Corporate Affairs and Marketing, Siemens
Paul Capelli, Vice President, Public Relations, Staples
Donald Ferguson, APR, Fellow PRSA, Senior Vice President and Partner, Fleishman-Hillard
Rob Flaherty, APR, Senior Partner and Head of North American Operations, Ketchum
Patrick Ford, CEO, North America, Burson-Marsteller
David Geddes, Senior Partner and Director of Research, Fleishman-Hillard
Kimberley Crews Goode, Vice President, Corporate Communications, Visteon Corporation
Robert Grupp, APR, Vice President, Corporate and Public Affairs, Cephalon, Inc.
Jon Iwata, Senior Vice President, Communications, IBM Corporation
Margery Kraus, President & CEO, APCO Worldwide
Maril Gagen MacDonald, CEO, Gagen MacDonald
Kenneth Makovsky, APR, Fellow PRSA, President, Makovsky & Company
James Murphy, Chief Marketing and Communications Officer, Accenture
Helen Ostrowski, APR, Global CEO, Porter Novelli
David Rockland, Senior Partner and former Director of Research, Ketchum
Arthur Wiese, Jr., Vice President, Corporate Communications, Entergy Corporation
Members with Experience in Scholarly and Professional Settings
Clarke Caywood, Ph.D., Director, Graduate Program in Corporate Public Relations, Northwestern University
David Clavier, Ph.D., APR, Vice President, Administration and Development, Pisgah Astronomical Research Institute
Peter Debreceny, Retired Vice President of Corporate Relations, Allstate Insurance Company
Kathleen Fearn-Banks, ABD, Associate Professor, Department of Communication, University of Washington
John Felton, APR, Fellow PRSA, PRSA Past National President; retired chief corporate communications officer, McCormick & Co.
Thomas Martin, Executive in Residence, The College of Charleston; former chief communications officer, ITT Industries and FedEx
Dianna Knott Martinelli, Ph.D., Widmeyer Communications Professor in Public Relations, West Virginia University Perley Isaac Reed School of Journalism
Frank Ovaitt, Jr., APR, President & CEO, Institute for Public Relations, University of Florida
Kenneth Plowman, Ph.D., APR, Associate Professor, Department of Communication, Brigham Young University
Robert Pritchard, APR, Fellow PRSA, Assistant Professor, College of Communication, Information and Media, Ball State University; Captain (Ret.) U.S. Navy public information
Elliot Schreiber, Ph.D., Visiting Professor of Communication and Fellow,
Arthur W. Page Center for Integrity in Public Communication, Pennsylvania State University; former chief communications officer, Nortel and Bayer North America
Contact: Debbie Girard at 212-460-1495
NEW YORK (August 14, 2007) – The Public Relations Society of America (PRSA) board of directors has approved the establishment of a Task Force to Explore Certification of Public Relations Professionals.
“The issue of certification has been discussed, dissected and debated for years,” says PRSA Chair and CEO Rhoda Weiss, APR, Fellow PRSA. “This task force — working in partnership with PRSA accreditation groups representing APR (Accreditation in Public Relations), Board of Ethics and Professional Standards and College of Fellows, as well as the 150 Chapters, Districts and Professional Interest Sections — will help us determine the next steps in ensuring the highest level of professional accomplishment. The objective is to explore professional credentials that could be validated by an outside certification process. Our ultimate goal is to consider a process that offers a competitive marketplace advantage.”
Rhoda Weiss, APR, Fellow PRSA
PRSA Chair and CEO
The Task Force is comprised of senior professionals representing a cross section of disciplines and special interest areas among PRSA’s nearly 32,000 professional and student members, according to Weiss. In addition to leaders from professional practice and academia, members have been drawn from leaders within the PRSA Board of Ethics and Professional Standards, Professional Interest Sections, Educators Academy, College of Fellows, Accreditation and more.
Bob Frause, APR, Fellow PRSA, chair & CEO, The Frause Group, will chair the Task Force. Frause is past chair of the PRSA Board of Ethics and Professional Standards and president-elect of the College of Fellows. He has served on many PRSA committees, including Strategic Planning and the Foundation Advisory Board.
“I am honored to lead this important effort for PRSA as well as the many thousands of professionals who could possibly benefit from a strong, practice-centric certification of their competencies,” Frause said. “This Task Force will leave no stone unturned in bringing a definitive set of recommendations and actions regarding professional certification to the PRSA board of directors.”
Bob Frause, APR, Fellow PRSA
Chair & CEO, The Frause Group
Initially the Task Force will set out to accomplish these objectives:
• Conduct a comprehensive study regarding the feasibility of professional certification for public relations.
• Identify potential areas of certification with leaders of PRSA professional practice areas, such as utilities, government, health care and others where large numbers of professionals practice public relations-related specialties.
• Select one or two areas to be the initial focus of this inquiry and explore how PRSA might establish certification.
• Explore how PRSA might oversee certification to assure that wherever it may be proposed within the spectrum of activities, a credible, uniform and highly acceptable approach is undertaken, independently monitored and validated.
• Present the Task Force findings to PRSA leadership.
Members of the Task Force on Certification of Public Relations Professionals include:
• Chair Bob Frause, APR, Fellow PRSA; Chair & CEO, The Frause Group; President-Elect, PRSA College of Fellows; Past Chair, Board of Ethics and Professional Standards
• Gail Baker, Ph.D., APR, Fellow PRSA; Dean, College of Communication, Fine Arts and Media, University of Nebraska at Omaha; Chair, PRSA Individual Awards
• Gerry Corbett, APR, Fellow PRSA; Vice President, Branding & Corporate Communication Group, Hitachi America; National PRSA Board Member
• Ray Crockett, APR; Director, Public Affairs and Communications, Coca-Cola North America; National PRSA Board Member
• Steven Grant, APR; Senior Manager, Public Relations, National Education Association; Adjunct Professor, Johns Hopkins University; Chair, PRSA Capitol Hill Initiatives
• Mary Graybill, APR; Principal, Graybill Communications; Immediate Past Chair, Universal Accreditation Board
• Vivian Hamilton, APR, Fellow PRSA; Communications Manager, Alaska Mental Health Trust; Past Chair, PRSA College of Fellows
• Jeff Julin, APR; President, MGA Communications; PRSA National Chair-Elect; Chair, PRSA Strategic Planning Committee
• Fred Lash, APR; Senior Adviser, Deputy Assistant Secretary of Defense for Joint Communication; Adjunct Faculty, George Washington University
• James Lukaszewski, APR, Fellow PRSA, ABC, CCEP; The Lukaszewski Group; Vice Chair, PRSA Board of Ethics and Professional Standards
• Gary McCormick, APR, Fellow PRSA; Director of Public Relations, Scripps Networks; President, PRSA Foundation
• Douglas Spong, APR; President, Carmichael Lynch Spong; Past Chair, PRSA Honors & Awards Committee
• Jerry Swerling, Director and Professor of Public Relations Studies, University of Southern California Annenberg School of Communication
• Patrice Tanaka, Co-Chair and Chief Creative Officer, CRT/tanaka; Recipient, PRSA National Paul M. Lund Award for Public Service
• Susan Walton, Associate Professor of Public Relations, Brigham Young University; PRSA National Strategic Planning Committee
• Patricia Whalen, Ph.D., APR; Assistant Professor of Public Relations & Advertising, DePaul University; PRSA Board of Ethics & Professional Standards
• Gail Winslow-Pine, APR; Director, Marketing & Corporate Communications, Catholic Medical Center; Chair, PRSA Sections Council
NEW YORK (Aug. 7, 2007) – A leading New Jersey-based public relations executive has been nominated as chair-elect of the Public Relations Society of America (PRSA), the public relations industry’s largest professional organization with nearly 32,000 professional and student members.
Current national PRSA Secretary Michael G. Cherenson, APR, has been nominated as 2008 PRSA chair-elect. Cherenson was among nine selected for nomination Aug. 3 – 4 in Chicago by PRSA’s 19-member Nominating Committee, chaired by 2005 PRSA Chair and CEO Judith Turner Phair, APR, Fellow PRSA.
A PRSA national board member since 2004, Cherenson is executive vice president of Success Communications, an award-winning firm that offers its clients expertise in public relations, association management, Web development, interactive advertising and marketing, and recruitment marketing. The agency, currently celebrating its 50th year, is headquartered in Parsippany, N.J., and has offices in Atlanta, Boston, Chicago, Honolulu, Los Angeles, New York, Philadelphia, Phoenix, San Diego and Tampa.
Cherenson’s expertise extends to all disciplines of public relations, including corporate, marketing, internal and crisis communications, government relations, event management and interactive public relations. At Success Communications, he serves as chief public relations counselor and strategist, and is involved with all public relations activities for the firm's diverse clientele.
He is a member of the PRSA New Jersey Chapter, having served as its president in 2001 and 2002, and serves on the University of Florida's Department of Public Relations' Advisory Board; the Fairleigh Dickinson University Corporate and Organizational Communication Board of Corporate Advisors; and the Gibbs College Visual Communications Advisory Board.
Cherenson also has served as an advisor on the boards of directors of many national and community organizations, including the Boys & Girls Clubs of Northwest New Jersey. He also is the founder and president of his hometown lacrosse club, the Pequannock (N.J.) Lacrosse Club.
“It’s both a privilege and a tremendous opportunity to be nominated as chair-elect,” says Cherenson. “My goal is to work with the national board, staff and our hundreds of volunteer leaders to advance the profession, empower members, and foster a thriving and diverse community of professionals. From Hartford to Honolulu, Fairbanks to Ft. Lauderdale — and everywhere in between — we'll continue helping public relations flourish through professional development, advocacy and diversity.”
Joining Cherenson as 2008 nominees are public relations leaders from diverse geographic and professional sectors of PRSA and the profession, including:
Treasurer
Rosanna M. Fiske, APR, associate professor, Florida International University, Coral Gables, Fla.
Secretary
Mary Deming Barber, APR, Fellow PRSA, director, communications, the Alaska Community Foundation, Anchorage, Alaska
Director, North Pacific District
Kathryn D. Hubbell, APR, Fellow PRSA, owner, Adscripts, Inc., Missoula, Mont.
Director, Southeast District
Philip A. Tate, APR, vice president, Luquire George Andrews, Charlotte, N.C.
Director, Southwest District
The Nominating Committee has not nominated a candidate to serve on the board from the Southwest District. Qualified candidates may enter their names on the ballot by filing a petition with the secretary of PRSA no later than Thursday, Sept. 20. The petition must be signed by at least 25 2007 Assembly delegates. For more information on how you can utilize a petition to get on the ballot, e-mail nomcomm@prsa.org.
Director-At-Large
David M. Imre, APR, president, Imre Communications, LLC, Baltimore, Md.
Additional public relations professionals were nominated to serve as delegate-at-large at the 2008 Assembly. Nominated to represent members who are not in Chapter areas are:
Carolyn G. Bobo, APR, Fellow PRSA, adjunct professor, Texas Christian University and University of North Texas, Fort Worth, Texas
Elizabeth McRae, principal, The McRae Agency, Scottsdale, Ariz.
There are two positions available to represent members of PRSA who reside outside the United States and Canada. The Nominating Committee has nominated one individual:
P. Michael McDermott, APR, Fellow PRSA, international public relations counselor, International Public Relations Counsel, Riverside, Conn.
Other qualified candidates may enter their names on the ballot by filing a petition with the secretary of PRSA no later than Thursday, Sept. 20. The petition must be signed by at least 25 2007 Assembly delegates. For more information on how you can utilize a petition to get on the ballot, e-mail nomcomm@prsa.org.
“We are proud to present these talented and committed nominees to the PRSA Assembly and membership. These leaders will further strengthen the ability of the PRSA Board of Directors and Assembly to successfully serve our profession, our members and our Society,” said Phair. “We had an exceptional pool of candidates this year and we want to thank all of those who presented themselves for consideration.”
The nominees will stand for election Oct. 20 at the Society’s annual Assembly, which precedes the 2007 PRSA International Conference in Philadelphia. If elected, they will join the 2008 board, which will be headed by current Chair-Elect Jeffrey P. Julin, APR, president, MGA Communications, Inc. As immediate past chair, current PRSA Chair and CEO Rhoda Weiss, APR, Fellow PRSA, will join them in the PRSA’s governance.
NEW YORK (July 30, 2007) — Mia Farrow, acclaimed actress and humanitarian activist, and Donna Brazile, leading political strategist and CNN commentator, join Tim Russert, “Meet the Press” managing editor and moderator, as keynote speakers at the PRSA 2007 International Conference Oct. 20 – 23 in Philadelphia. Farrow is the opening keynote speaker at Sunday’s General Session, followed by Russert, who keynotes Monday’s General Session. Brazile rounds out the high-profile speaker lineup when she delivers the Tuesday keynote speech at the General Session. The PRSA International Conference is the world’s premier public relations event.
 
Mia Farrow Donna Brazile
Farrow works tirelessly as a staunch advocate for children’s rights, raising funds and awareness for children in conflict-affected regions, predominantly Africa. She is a UNICEF Goodwill Ambassador and has worked extensively to draw attention to the fight to eradicate polio, which she survived as a child.
Her latest humanitarian effort raises awareness of the genocide occurring in Darfur, Chad and Central African Republic. Connecting to the humanity in all of us, she reminds us of our moral responsibility to assure "never again" are not just words. Farrow will address what compels her to continue this work despite grave personal risk and will share how every individual can help.
In addition to her humanitarian efforts, Farrow is an accomplished actress who gained national attention through her role in the television classic, “Peyton Place.” She starred in more than 40 movies, including “Rosemary’s Baby,” “The Great Gatsby,” and “Hannah and Her Sisters.” She has completed work on two films being released this year: ”Be Kind Rewind” with Jack Black, directed by Michel Gondry, and the first part of director Luc Besson’s planned trilogy of fantasy films, “Arthur and the Invisibles.”
Donna Brazile, Tuesday’s General Session Conference keynoter, is one of America’s most influential and best known political strategists, who made history as the first African-American woman to lead a major presidential campaign when she was named campaign manager for Gore-Lieberman in 2000. A popular political commentator for CNN, ABC News and other media, Brazile is a fierce advocate of diversity in the workplace and the inclusion of women and minorities in politics. Following the 2002 midterm election, Brazile was named chair of the Democratic National Committee’s Voting Rights Institute, which helps protect and promote the right of all Americans to participate in the political process.
In addition to being a weekly contributor and political commentator for CNN and political consultant for ABC News, Brazile is a contributor to NPR’s “Political Corner.” She also is a columnist for Roll Call newspaper and Ms. Magazine, and the author of a syndicated column. Brazile also is the author of “Cooking with Grease: Stirring the Pots in American Politics,” a memoir about her life in the political arena, as well as co-author of “What We Do Now.”
“We’re thrilled to have this outstanding lineup of luminaries who continue to make their mark on this nation and the world,” said PRSA National President and CEO Rhoda Weiss, APR, Fellow PRSA. “Before there was Angelina Jolie, Bono or George Clooney, there was Mia Farrow. She has been and continues to be Hollywood’s most dedicated humanitarian, committing her life to improving the plight of children everywhere. Donna Brazile is an inspiration to all Americans for breaking the barrier for women of color to lead a presidential campaign and for a never-ending commitment to ensure we never lose sight of the needs of the poor and minorities.”
Themed “PR Evolution: Innovation. Collaboration. Influence.,” the Conference features 100+ comprehensive Professional Development sessions led by 200+ top industry experts. Session tracks designed for optimal learning focus on: Innovative Strategies, Effective Tactics and Techniques, Specialization and Practice Areas, and the Evolving Profession.
Sessions address the latest trends and fundamentals of topics like emerging technologies and social media (e.g., blogging and podcasting), leadership, branding, positioning, differentiation, case studies, ethics, crisis communications, specialization, industry innovation, media relations, measurement, integrated communications, marketing, diversity, advocacy, and much more.
Public relations and communications professionals in all stages of their career will hear about the most critical issues facing the profession and learn the newest strategies, tools, techniques and best practices from presenters from across the nation and around the globe.
Thousands of public relations and communications professionals and students from around the world attend the PRSA International Conference. In addition to 100+ Professional Development sessions, there are 10 skill-enhancing pre-Conference events, five keynote sessions, two powerhouse Lunch and Learn programs, 16 industry-specific networking events, and the popular Cyber Café where attendees can check e-mail and go online.
Keynoting the Tuesday luncheon is PRSA leader Brian Tierney, CEO, Philadelphia Media Holdings, and publisher of The Philadelphia Inquirer and Philadelphia Daily News.
Additionally, there will be two keynote panels. One panel will comprise a group of multinational public relations agency chief executives, including Marcia Silverman, global CEO, Ogilvy PR Worldwide; Fred Cook, president & CEO, GolinHarris; Ray Kotcher, CEO, Ketchum; and Patrice Tanaka, co-chair, chief creative officer, CRT/Tanaka.
The second keynote panel will be moderated by Concetta Stewart, dean, School of Communications and Theater, Temple University, Philadelphia, and will include executives from the nation’s best known media, including Neil Lipschultz, senior vice president and managing editor, Dow Jones Newswires, a unit of Dow Jones & Company; Jane Seagrave, vice president of new media markets and director, AP Digital, a division of The Associated Press; David Daugherty, Ph.D., vice president, research, Newspaper Division, Gannett Company; and Stephen Gray, managing director, Newspaper Next.
Registration fees for the 2007 International Conference are $1,075 for members and $1,325 for nonmembers who sign up for the Early Bird Rate by Sept. 7. After that, registration will be $1,275 for members and $1,525 for nonmembers. In honor of those serving in the U.S. military, a special active-duty military rate was added this year.
Click here to visit PRSA’s dedicated, easy-to-navigate Web site offering up-to-date Conference information. The Web site provides a Conference overview, news about keynoters, program details, registration, sponsorship and exhibiting opportunities, hotel and travel, and more. As the Conference draws near, more information will be added. For information on the PRSA International Conference, click here.
Contact(s):
Debbie Girard, 212-460-1495 &
Shannon Sullivan, 609-627-2312,
Shannon.sullivan@dowjones.com
NEW YORK (July 23, 2007) — Findings in a new survey of public relations professionals and students conducted by the Public Relations Society of America (PRSA) and Dow Jones & Company (NYSE: DJ), in concert with its Factiva suite of products, show that new communication technology has been widely accepted by the public relations profession. Simultaneously, communicators at all levels of experience, including students, strongly believe that new technology tools, such as blogs and social networking sites, present critical credibility and ethical challenges.
The survey, “Wired for Change – A Survey of Public Relations Professionals and Students: Attitudes, Usage and Expectations in the New Communication Technology Environment,” was conducted to explore how professional and student members of PRSA and the Public Relations Student Society of America (PRSSA) view the role of technology in shaping current and future communication practices. The survey was sent to a random sample of both organizations’ memberships, with response rates of 5 percent for professionals and 2 percent for students.
A majority of respondents in both groups raised concerns about the credibility of information being generated through new media sources, such as social networking sites, and placed the greatest amount of trust in traditional media — including more technology-driven traditional media, such as online newspapers.
“New media and communication technology are widely embraced by populations of all ages, resulting in a virtual cornucopia, a wealth of media sources and endless consumer choice,” said Rhoda Weiss, APR, Fellow PRSA, chair and CEO, PRSA. “New media represents a highly effective means for breaking news and commentary. Organizational crises dramatically underscore the value of new communication technology tools in offering instantaneous communications. The citizen journalist with a high-tech cell phone and blog can turn the role of communications upside down — from a world of control to a world of community and conversation. These tools make our work more complex, raising more questions than answers, like how to translate professional ethical standards into the world of social media. The survey results highlight areas where PRSA can help communicators effectively learn to use and build credibility for these tools.”
More students than professionals indicated that the use of some of the new communications channels could present significant ethical challenges for public relations professionals. According to the survey, 46 percent of the students and 35 percent of professionals think technology makes it difficult to conduct public relations ethically. Additionally, 41 percent of students responded that technology makes defending against skepticism about public relations more difficult, compared to 33 percent of professionals.
“The proliferation of blogs and social networking sites are definitely changing the rules of public relations, and the survey results indicate that both professionals and students are quite aware of the challenges they present,” says Alan C. Scott, senior vice president and chief marketing officer, Dow Jones Enterprise Media Group. “Both groups also recognize that new communication technology helps them to better manage their organizations’ reputations, so I think we’ll see an increased adoption of tools that help public relations professionals monitor Web conversations and engage with stakeholders.”
Key Findings
Nearly all students (97 percent) and professionals (95 percent) agreed that technology has positively impacted the public relations practice. According to the survey, professionals and students believe that online news, online video and personal digital assistants (PDAs) have had the most significant impact on how public relations professionals do their jobs. Professionals also cited podcasting, while students ranked professional networking Web sites highly. Generally, students have a more positive view of new communications tools than professionals, especially professional networking Web sites, Internet TV, blogs, social networking sites, satellite TV, Internet radio, chat rooms and video phones.
Both groups believe that the technology-driven channels that provide the best opportunities for the practice of public relations are online news Web sites, blogs and social networking sites. Students are more optimistic than professionals about the potential usefulness of social and professional networking sites. According to the survey, 19 percent of students reported that social networking sites present the most significant opportunity, compared to 10 percent of the professionals. Eight percent of students said professional networking sites were the biggest opportunity, compared to 2 percent of professionals.
This positive view doesn’t necessarily translate into greater technology resources. In fact, most professionals believe their organizations lag in broader communication technology use, with 20 percent saying they are ahead of the trend.
The survey suggests that both groups believe new technology channels, such as instant messaging, are most effective for disseminating information quickly, reaching broad audiences and monitoring trends. Eighty-eight percent of professionals and 75 percent of students indicated that technology enables public relations professionals to easily reach mass markets. However, they also acknowledged that while blogs and social networking sites are clearly increasing in popularity, they are unregulated, and the potential for reputational harm and for rumors to spread quickly exists.
“We are hoping to repeat this survey later this year to determine evolving trends in the new and next media and how opinions of public relations professionals and students have changed. We must continue to seek guidance to the tough questions we face daily on the most effective methods to deliver messages in this fragmented communications world and the best way to integrate social media into public relations programs while translating our professional ethical standards into the environment of social media,” adds Weiss.
About the Survey
The survey was conducted in the last quarter of 2006 and the first quarter of 2007. There were 482 surveys completed by PRSA members, with a margin of error of +/- 4.4 percent, at a 95 percent confidence level. PRSSA members returned 367 surveys, with a margin of error of +/- 5.1 percent, at a 95 percent confidence level, says Dow Jones, who conducted the survey. About two-thirds of the PRSA members surveyed were employed by for-profit or nonprofit organizations, with the remainder working in public relations agencies or practicing independently. All PRSSA respondents were full-time or part-time students.
To obtain a copy of the executive summary and to see a 10-minute Web cast of the survey highlights presented by Weiss and Scott, visit “Wired for Change” at http://media.prsa.org/press_kits.cfm?presskit_id=7 or at http://www.factiva.com/PRSAsurvey.
About Dow Jones & Company
Dow Jones & Company (NYSE: DJ; dowjones.com) is a leading provider of global business news and information services. Its Consumer Media Group publishes The Wall Street Journal, Barron’s, Market Watch and the Far Eastern Economic Review. Its Enterprise Media Group includes Dow Jones Newswires, Factiva, Dow Jones Client Solutions, Dow Jones Indexes and Dow Jones Financial Information Services. Its Local Media Group operates community-based information franchises. Dow Jones is co-owner with Hearst of SmartMoney. Dow Jones provides news content to CNBC and radio stations in the United States.
(found in March 2007 PRVisions)
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