PRSA-NCC Providing Value in 2009

Professional Development Session Podcasts

Several of PRSA-NCC's professional development sessions are available via podcast free of charge on PRSA-NCC's Web site. The sessions provide information on a range of topics from PR in the Obama administration to pitching trade reporters. To listen to the podcasts, visit: http://www.prsa-ncc.org/blogcategory/new_media_downloads/.

Become a Membership Ambassador

PRSA-NCC is launching a "Membership Ambassador" program and is looking for members to attend events and act as "NCC Membership Ambassadors." If you are interested, talking points and material will be provided for you to use when you participate. To participate, contact Ufuoma Otu at uotu@macstrategies.com or 202-449-9804.

Podcasting: Beyond the iPod

Ufuoma Otu
NCC Membership Committee Co-chair
Account Director
Media & Communications Strategies, LLC

1) Why did you join PRSA?

I joined PRSA because the organization provides great opportunities to connect with other professionals in the industry. Joining the National Capital Chapter was the next step for me because this chapter is known for regularly putting together quality programs throughout the year that really engages and challenges both new and seasoned practitioners.

2) How long have you been in the PR field?

I've been in the profession full-time for almost eight years and continue to learn a lot daily. Time really does fly!

3) What skills are required to do your job?

Many different ones. Strong writing skills, the ability to manage clients, one's self and others, wear different hats regularly, work fast and efficiently, think big picture but also tactically, and being flexible at the same time. And of course, persistence.

4) What's your greatest career achievement?

I think being recognized for great work is always significant. I've been fortunate to have spearheaded and been a part of some great award-winning PR programs.


5) Where would you like to see yourself in five years?

I would like to continue to grow and challenge myself, doing all of the positive things that will stand me in good stead five years from now and enjoying the ride every bit of the way.

6) How do you begin each day?

My, no two days are the same! But it's usually a mix of checking e-mails, sifting through the headlines, reaching out or responding to clients, strategizing with my colleagues, etc.

7) What's your dream job?

My dream job is always the one I enjoy, in which I am challenged daily to be creative; to succeed; be autonomous; and one that fully utilizes my strengths.

8) Who's your role model, and why do you admire him/her?

I've a variety of personal and professional role models. My first and most important would be my mother simply because I've learned a ton from her and her life. It's always so easy to mention famous names (and I do have some of those) but I've found the most role models in everyday people because they really teach us some of the poignant lessons of life.

9) What's the last book you read or movie you saw?

The last book I read was Fodor's Montreal's 25 Best. I was visiting the Royal Mansion for a short trip and needed recommendations for what areas to focus my look-see. The last movie I saw was the Frank Capra classic You Can't Take It With You on DVD.

10) Tips for maintaining the elusive work/life balance?

There's a reason why it's elusive right? I am finding that having varied interests helps. After a while they all naturally sort of give in to each other from time to time and in so doing help make life and work more enjoyable.

If you've joined the chapter within the past six months and would like to receive a questionnaire, please contact newsletter@prsa-ncc.org. To view past new Member Spotlights, visit the membership section of the Web site.

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QUESTION: Twitter and other social media tools are all the rage now, and my boss wants me to make use of them in our media relations program. But I'm concerned about jumping on just another bandwagon, and I don't know if social media can be effective as part of a comprehensive communications program.-JS, Bethesda, MD

JS: There is a tendency on the part of many CEOs to take advantage of new trends in the information marketplace, particularly when they read about them in major media outlets like the New York Times or the Wall Street Journal. I think it is our responsibility as professional communicators to advise senior management of the advantages and disadvantages of any technique and to emphasize that they are not an end in themselves, but rather means to an end.

Ask yourself: what are the strategic communication goals of my organization, and how can social media be used to achieve those goals? Do our target audiences utilize Twitter, Facebook or YouTube? Could any of these new tools tell our story better than traditional media? And are we prepared to adapt to the rules of these new forms of communication?

Remember that the expectations of social media users are very different than those of consumers of "old media." Your organization needs to understand that they expect to participate in a conversation, not a lecture. Social media-by definition-are a two-way form of communication. And the audience is becoming increasingly fragmented, so you may find yourself interacting with dozens or hundreds rather than thousands or millions of individuals.

So by all means, learn as much as you can about social media tools and consider integrating them into your communications program. But keep in mind that you will be playing a new game with different rules, different audiences and different expectations.

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! Visit our Ask a PRofessional page 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.

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