PRSA-NCC Providing Value in 2009

So far, 2009 has been a whirlwind of activity for the National Capital Chapter. We're almost halfway through the year, so it is only appropriate that I provide you with a report on several positive committee initiatives for the chapter membership. Be sure to check them out for yourselves and let us know what you think.
1. New Ethics Resource Page available
2. Membership Ambassador Program
3. The New PRSA-NCC Blog

1. Thanks to a great initiative by our Ethics committee chair, Gwyn Walcoff, NCC now has an Ethics Resource Page. This is a great new tool for our membership that provides: opinions, a professional panel, published ethics articles and expertise, and resource links.

2. NCC has also started a Membership Ambassador program. Developed by Membership Co-Chair Bren Landon and coordinated with Co-Chair Ufuoma Otu, the program is designed to increase person-to-person interaction with prospective, new and inactive members. Designated NCC members will help with outreach activities by attending events and acting as membership subject matter experts. They'll answer questions related to PRSA membership as well as provide information and applications to new and prospective members.

3. We have also started an NCC Blog. The blog is where NCC board members and committee chairs can post information and comments. A huge thank you to Marketing Committee Co-Chair Mary Fletcher Jones, who built the page and developed the Blog terms of use and NCC Blog Policy.

Other efforts of note are the great sponsorships Robert Udowitz has been able to bring to the chapter and the forming of the 2010 Host Committee with co-chairs Ivonne Couret and Michael Sheward, APR.

Surprisingly, membership and attendance to professional development events has been steady despite the economic downturn. However, even in our area there is definitely an increase in unemployed PR practitioners and a smaller number of available jobs. NCC is working to provide some events specifically for job seekers and to help connect employers with prospective employees. We've also partnered with PRSA-National in adding a chapter discount to the Hardship program that was initiated in response to providing lower cost dues for unemployed PRSA members.

Not to be missed:
Become an APR! Attend our June 20 "JumpStart"
Class. This class provides an excellent overview on the accreditation process.

THOTH Awards & Gala - Your Thoth Entries are due by June 19. For more info, check out the Call for Entries page. Plans for the Thoth Gala are also underway - to include an afternoon workshop - SAVE the DATE! Thursday, Sept. 24 is the big day.

If you are not currently involved with a committee or activity, please check out the list of possibilities in our committee section of the chapter Web site. If you have any questions, contact me at barbara.burfeind@dma.mil or 703-428-0712. See you at one of our many upcoming events!

Sincerely,
Barbara Burfeind, APR
PRSA-NCC President, 2009

Last Chance to Win a Thoth:
Award Entries Due June 19

Named for the Egyptian god of communication, the Thoth (pronounced "tot") Awards recognize the most outstanding, strategic public relations programs and components developed and produced in the Greater Washington area. Achievements are recognized in 39 categories, including 14 program categories that celebrate the very best PR campaigns and 25 component categories that highlight top accomplishments in PR tactics. Entries are due by Friday, June 19.

PRSA-NCC Diversity Committee Examines Growth of Hispanic Media

By Patty Briotta, Alana Hill and Rae Robinson Trotman

Our economy has severely impacted many of the mainstream news outlets. Many of us may be wondering, is there any good news concerning the media world?

According to the annual summary by Latino Print Network, there is some hope to be found among Hispanic media.

In 2008, there were some 834 Hispanic newspapers, 556 magazines and another 526 journals. Hispanic-owned weekly newspapers and magazines grew in number, circulation and ad revenues. Today, Hispanic newspapers serve all but four states and almost 200 markets nationwide.

So, Hispanic media might be a worthwhile addition in your future outreach efforts.

If you would like to learn more about this topic and diversity in general, we hope you will join us and be a part of this year's diversity committee, please contact Committee Chairs Patty Briotta at pbriotta@nafcu.org or Alana Hill at Alana.JHill@gmail.com to get involved.

PRONet to Host Happy Hour at Piola

The Evolution of Public Relations in the Age of Obama: Blending Social Media with Overall PR Strategy

Jump Start Your Career: Find Out How to Earn Your APR on June 20

"JumpStart" is an intense, informative, and supportive experience that builds a strong foundation for achieving your APR designation. The "JumpStart" course offered by the National Capital Chapter of PRSA was listed as one of the top professional development activities according to a recent chapter survey. Find out why so many APRs have found JumpStart to be an invaluable part of their preparation on Saturday, June 20, 2009, 8:30 a.m. - 4:30 p.m. at the American Forest Foundation, 1111 19th Street, NW, Suite 780, Washington, DC. The cost is $99 for PRSA-NCC members; $120 for non-members and includes a study binder, breakfast, lunch and full day course.

For more information, or to register, visit the PRSA-NCC web site.

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John J. Lewis
Vice President of Public Affairs
Association of Clinical Research Organizations (ACRO)

1) Why did you join PRSA?

I had spent most of my career in the financial services industry but made a transition four years ago into healthcare and began my current position in January 2009. I was looking for an organization for healthcare communicators and someone directed me to PRSA's Health Academy.

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

About 12 years and eight as a journalist prior to that.

3) What skills are required to do your job?

Translating complex subjects into easy-to-understand concepts. I think this is the essence of PR in most contexts, but especially when dealing with scientific topics and attempting to explain policy positions.

4) What's your greatest career achievement?

I don't focus on one particular shining moment but rather take great pride in the fact that I have had success in a variety of disciplines ranging from journalism to corporate communications to investor relations to running my own agency. Now, for the first time, I am working in an association environment and really enjoying it.

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

A successful author, relaxing on the beach in Kitty Hawk, NC.

6) How do you begin each day?

Coffee, Morning Joe, Mike & Mike, Washington Post and email.

7) What's your dream job?

Commissioner of the PGA Tour.

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

I had two major professional influences on me. I had a boss who possesses a really rare ability to be a good businessman and a good journalist at the same time. I had another colleague who showed me how PR and advocacy can really be integrated to bring value to a business. I am still very close to both of them and they are great people in addition to being very good at what they do.

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

"The Given Day" by Dennis Lehane, an amazing writer. Currently reading "One Minute to Midnight" about the Cuban missile crisis. A compelling book.

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

The key is to enjoy your work, then the balance is much easier to achieve. If you are miserable in your job, it will carry over into your life, at least it did for me.

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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I am a mid-level manager in a large organization that is hiring a number of entry-level staff; however, the senior management is definitely from an older generation. This has brought up a new kind of diversity issue: generational diversity. Can you recommend a way I can bring together employees who range from their 20s to their 60s-and beyond?-RF, Washington, DC

Dear RF: You are experiencing a trend that is likely to continue, as the baby boomers plan to work beyond the traditional retirement age because of the reduced value of their IRAs, or just because they want to work as long as possible. But as you suggest, there can be conflicts between people of different age groups, primarily because they tend to view the world-and the workplace-differently.

I have faced this issue in several different ways. As a baby boomer, I am increasingly finding myself working under the supervision of people younger than myself. At first, that created some tension on my part, because I didn't like to take orders from someone less experienced than me. However, when I realized that my experience was valued by those who were younger, I became more comfortable.

I have also supervised younger people, most of them right out of college, who were unfamiliar with the culture of the workplace and many of the institutions that PR people hold dear. Once I asked an entry-level employee what wire services she had contacted about a news story, and she said, "Well, I called the Associated Press, UPI and Reuters [pronouncing it "rooters."] I corrected her pronunciation, saying, "No, it's 'roiters.'" "Whatever," she sighed, to which I said firmly, "No, it's not 'whatever'-it's 'roiters.'" But I realized that I had to give the young lady a break, given that it was her first PR job and that I had made worse mistakes when I was her age.

I think the key to managing generational diversity in the workplace is to respect each generation for what they represent, whether it's greater experience or better technological skills. Focus on the one thing they all have in common: the mission of the organization. Try to engineer social events that will let them see each other outside the workplace where they can share their experiences and values. And above all, be patient with both your younger and your older colleagues. After all, you were young once, and you certainly will get older!

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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