New Features of PRSA

The Public Relations Society of America (PRSA) continues to be the “must-join” organization for anyone working in the industry.   In this month’s issue, we are highlighting some new features that PRSA offers that are great examples of how PRSA extends members’ benefits.  The new features will be especially helpful for those working to build new business or significantly enhance their business management capabilities.  Included in this issue is a description of PRSA’s new Request for Proposals page as well as PRSA’s new business program for small agencies. 

In addition to these new services, we are also including an announcement for a contest called the “Tech PR Idol Challenge” that has a $5,000 prize associated with it.   Good luck to anyone who applies.

I hope you find this issue packed with valuable information to help you succeed.  As always, we are proud to serve. Please call us with your ideas and feedback. Together, we will continue to make this the “must-join” society in the industry.

Respectfully,

Sandra Wills Hannon, APR

Back to Top

New RFP Exchange on National PRSA Website

The national PRSA website now features a new service that is great for small to large agencies.  It is offering a listing of Request for Proposals from across the country.  The proposals are submitted from businesses and organizations across the country.  Check out current listings here.

PRSA Counselors Academy Launches New Business Management Program for Small Agencies and Independent Practitioners

The Counselors Academy, a Professional Interest Section of the Public Relations Society of America (PRSA), has launched a new four-part business management program on “Growing Your Public Relations Agency to Increase Profitability and Compensation During Challenging Times.”

The program is presented jointly by two public relations industry leaders, Ira Yellen, APR, Fellow PRSA, president/CEO, First Experience Communications, and Joann Killeen, APR, Fellow PRSA, president, Killeen Furtney Group, and is based on the highly popular pre-conference seminar presented during the annual Counselors Academy Spring Conference. It is designed for senior principals, presidents/CEOs and business managers of public relations agencies with 25 or fewer staff, as well as independent practitioners. It is a combination of webcasts, curriculum guides and scheduled private phone consultations designed to provide agencies and solo practitioners with strategies and tools for growing their bottom line and increasing their compensation.

Participants may take up to four months to complete the curriculum, which is divided into four parts: “Defining and Supporting Your Personal & Career Priorities,” “Business Goals (Managing the Business),” “Designing and Managing a Sustained Profit and Compensation Model,” and “Sustaining a Market and Sales Plan.”

Costs for the four-part program range from $1,500 for a solo practitioner to $5,000 for an agency with more than 21 employees. Registrations are currently being accepted and will continue on a rolling basis throughout the year. Click here to access registration forms and additional information. Questions about the program should be directed to Carolyn Marr at 212-460-1420 or carolyn.marr@prsa.org.

PRSA Establishes Task Force to Explore Certification of Public Relations Professionals

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.”

Tech PR Idol Challenge

To honor the best minds in technology publication relations, O’Keeffe & Company, Inc., a full-service marketing agency focused on delivering tangible results for Information Technology and Telecommunications (IT&T) leaders, is hosting the second annual “Tech PR Idol Challenge.” In October, O’Keeffe & Company will begin accepting submissions for the contest, which presents participants with a business/marketing challenge and asks them to write a public relations plan to address the challenge. Submissions are due by November 2, and the winner will receive a cash prize of $5,000. Last year’s Tech PR Idol was Robert Dowling, Enterprise Vice President at Weber Shandwick Worldwide.

O’Keeffe & Company would like to extend this opportunity to all of your members. “The Tech PR Idol Challenge” is open to college seniors through senior-level business executives and is a great chance for your members to show off their marketing and technology knowledge. If you’d like additional information on the contest, please see the press release below or visit http://www.okco.com/tech-pr-idol.asp for information on guidelines and submission. If you have any further questions, please do not hesitate to contact Kelly McGrew at 703-883-9000, ext. 119.

Committee Spotlight:

Sponsorship Committee
Robert Deigh

Sponsorship for 2007 has been enthusiastic and we look forward to an even better year in 2008. This year we have more than 15 sponsors, representing the full spectrum of our industry – agencies and service providers. We depend on our sponsors to help keep the calendar of PRSA-NCC activities full and fulfilling. Participating chapter sponsors at our Platinum, Gold and Bronze levels receive recognition as chapter sponsors throughout the year, rather than as sponsors of just one event. We are pleased to note that sponsors tell us they find the relationship mutually beneficial and an excellent value compared with other organizations. We will do our best to provide them with even more value as opportunities arise.

We encourage all members to think of sponsors first when they need any kind of outsourcing assistance. Our sponsors provide a wide range of services and have excellent reputations for quality of work.A complete list of our sponsors and sponsor packages are available at http://www.prsa-ncc.org/content/view/13/36/.

We currently need volunteers to help in our outreach to sponsors and potential new sponsors for 2008. If you are interested please contact the committee. Volunteers would assist in liaising with current sponsors, identifying potential sponsors, and ensuring that each sponsor is well represented at our chapter events, on our website and newsletter.

Contact the Chapter Office at 703-691-9212 or sherricore@aol.com or Sponsorship Committee Co-Chair Robert Udowitz at 703-621-8060 or udowitz@gmail.com, or Robb Deigh at 703-503-9321 or rdeigh1@aol.com.

Back to Top

Ask A Professional

Do you advise a young PR professional to find the industry they want to work in as a PR professional or do you advance a young professional to get as much experience as a PR professional as they can no matter the industry.—TMY 

Dear TMY: That’s an interesting question. I would ask a different one: What is your passion? Is it to work as a public relations professional, no matter what the field, or is your passion a higher (or different) calling? In my experience, a lot of people go into PR because they just love the work – the challenge of communicating messages and ideas, influencing public opinion and generating media attention. Others come into PR through a personal interest in a cause such as politics, business or government.

Like most PR people of my generation, I started in journalism and made the transition to PR because I needed the job. We called it “going from hack to flack.” However, I found PR to be more rewarding than journalism because I wasn’t just writing the story – I was creating it. And like journalism, I could experience the joy and personal satisfaction that comes from being able to see the results of your work, whether it’s a nifty media placement, a video news release or an annual report. I learned how to communicate in different ways to fit the audience and the channel of communication. And I came to be a counselor – not just a practitioner – someone who is paid for what I know, not just for what I do.

But the fact is, I never really planned my career path. Few people do. But most of us learn what we’re passionate about and if we’re lucky, we find a way to make a living from it. So that’s why I ask, “What is your passion?” Because if you follow that, you will seldom go wrong.

Regards,

Fred Whiting, APR

Do you have a question concerning the practice of public relations that would be of interest to others? Ask a PRofessional! Go to the PRSA-NCC Chapter Web site to pose your question and receive a personal reply. Your question and the answer may appear in a future issue of the PRSA-NCC Chapter newsletter.

Back to Top