Happy New Year! Thank you for electing me to serve as 2008 president for our organization’s largest, most accomplished group of members: the Public Relations Society of America’s National Capital Chapter (PRSA-NCC). My predecessors were careful, thoughtful stewards of this organization and, as a result, we enter 2008 in an extraordinary position of advantage. I extend my gratitude to the Chapter’s previous leadership, the 2007 Board of Directors and our nearly 30 active committees.

In 2008, ethics and ethics education will continue to be a part of everything that we do. In addition, we’ll be building upon the Chapter’s successes by focusing on three specific goals:

• o Boosting new member recruitment activities and working hard to ensure high member satisfaction and retention;
• o Working to improve internal member communications;
• o Raising the Chapter’s profile, drawing outside interest and attracting new members with a new marketing initiative that will include promotion of the National Capital Chapter’s outstanding professional development and networking opportunities

The work of our many active members has made our Chapter one to emulate. I encourage you to maximize your membership by getting involved—join a committee, spearhead an event, and share your talents with your Chapter this year.

This year’s 2008 Leadership Rally is the place to sign up and jump start your involvement! Register online at our website for this free event on Thursday, Jan. 17, in the banquet room at DAR Memorial Continental Hall. Don’t miss the opportunity to network with your colleagues: some of the most accomplished practitioners in the nation. You will be sure to benefit, both personally and professionally.

Thank you again for electing me to lead the Chapter. Please feel free to contact me directly if I can be of service. I can be easily reached at 703-875-8969 or heathere@keenanpr.com. I look forward to working with you in the coming year to build upon NCC’s great reputation and to continue the legacy of leadership and public relations excellence for which we are known.

Best regards,
Heathere Evans-Keenan
PRSA-NCC President, 2008

Back to Top

Resolution for the New Year:
Share Your Talents With PRSA-NCC

Every member of PRSA-NCC has unique professional talents. And everyone can benefit professionally and personally by discovering new ways to share those talents at the 2008 Leadership Rally on Thursday, Jan. 17, in the banquet room at the Daughters of the American Revolution Memorial Continental Hall. The evening will begin at 5:30 with a kick-off leadership meeting for all members and will be followed by a free networking reception from 6:30-8:30 p.m.

A perfect event for new members, or those just looking to get more involved, everyone is invited to meet the new chapter board, committee chairs, and co-chairs and find out what's in store for 2008. Mix and mingle with friends and colleagues and make new contacts while you enjoy free hors d'oeuvres and refreshments.

The Historic DAR Memorial Continental Hall Banquet Hall is located on the third floor at 1776 D Street, NW (17th and D Streets, NW - use the 17th Street entrance). While the event is free, registration is required. Register online at our website to sign-up.

Creating Special Events With Lasting PR Value To Be Discussed Jan. 22

Fundraisers. Anniversary Celebrations. Grand Openings. Annual Meetings. Industry Conferences. Forums. Workshops. Trade Shows. Awards Nights. There are many different types of events public relations professionals are asked to conduct, but what is the best way to ensure every event hits its mark and provides long-term value for an organization?

PRSA-NCC is presenting a special professional development session hosted by the DC Chamber of Commerce on Tuesday, Jan. 22, from 8-10:30 a.m. that will discuss how to create special events with lasting public relations value. The event will be held at the Four Points Sheraton at 1201 K Street, NW in DC.

Learn special events planning, marketing and coordination from award-winning public relations professionals as they discuss everything from what makes special events worthwhile to how to get media coverage that will expand the reach of the event.

Among the variety of concrete tips offered, panelists Anne Fleming of Anne Fleming Associates, Jane Howell, director of communications for the American Society of Civil Engineers, Reggie Kouba, founder and principal of rmk Productions, and Kristina Messner, vice president of public relations for Focused Image, will share case studies of successful national and local special events. Helen Sullivan, APR, president of InHouse Communications is moderating the session.

The cost is $35 for DCCC and PRSA-NCC members and $60 for non-members. Register online at http://www.dcchamber.org by Thursday, Jan. 17. For more information, contact Candice Hicks, DCCC member program specialist at 202-347-7201 ext. 15 or chicks@dcchamber.org.

Jeffrey Julin Takes Helm as Chair & CEO of National PRSA

Jeffrey Julin, APR, has taken the helm as National PRSA chair and chief executive officer effective Jan. 1. Julin brings to PRSA 30 years of public relations experience, with special expertise in stakeholder engagement and issues management.

As chair and CEO of PRSA, Julin will continue to advance PRSA’s role in creating a broad understanding of the vital role public relations plays in a rapidly changing world.

December 2007 Newsletter Correction

PRSA Chapter Manager Sherri Core’s company Web site was regrettably listed incorrectly in the December 2007 newsletter. The correct Web site of Core Association Services, Inc. is http://www.thecoreservices.com.

Hana Schaefer

How do you communicate the value of intangible benefits to prospective members who deal in dollars, cents and tangibles? Our membership is comprised of executives who own construction companies. – Art, Vienna

That's a difficult question every PR manager must deal with. Of course, you can count the number of media placements you have generated over a period of time and provide their estimated audience size (based on circulation figures for newspapers and ratings information for broadcast media). Some media monitoring services can even provide an estimated advertising equivalent value; i.e., how much would it have cost to take out an ad the size of the newspaper article or broadcast segment of your placement, and then multiply that number by three to account for the added credibility of your message having appeared in the media.

But your question is more fundamental, since it deals with "intangible benefits." Since yours is a membership organization, can you make any connection to media coverage you've been able to generate and an increase in membership, or increased revenue from some marketing activity of your organization?

This is difficult to calculate, because as someone has said, "The difference between PR and marketing is that PR generates leads and marketing produces sales." Well, how much is a lead worth to your marketing department? You might work with them to use the media (especially your own Web site) to use direct response devices such as surveys or contests that will identify potential members or additional customers. If you have the support of your marketing department and can be identified as part of the marketing (revenue-producing) function, then it won't be necessary to communicate the value of intangible benefits.

Good luck, and know that you're not alone in this. You might bring this subject up for discussion on a PR listserv and see what kind of responses you get. No doubt you'll receive plenty of support!

Do you have a question concerning the practice of public relations that would be of interest to others? Ask a PRofessional! Click on Programs/Mentoring/Ask a Professional or click here 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