2009 International PRSA Conference

The 2009 International PRSA Conference just wrapped up, and I wanted to let you know what a wonderful job our 2010 Host Committee did in their presentation for next year's conference in D.C. Please thank Michael Sheward, APR (aka George Washington), Ivonne Couret, and Jeff Ghannam, who led an enthusiastic group of volunteers, many who helped man the NCC booth promoting our D.C. location.  Congratulations to the entire committee! As if that weren't enough, NCC hosted an awesome "kick-off party" at the rooftop venue "Altitudes." Pictures will be posted soon on our NCC website.

At the Assembly -
This year's assembly was full of discussion and amendments to the newly revised bylaws. Assembly delegates successfully passed bylaw amendments that kept membership open to PR (and not add "communications").  Delegates also voted to keep the delegate (vice direct election) vote and assembly composition, as well as the APR requirement to be a National director, and the geographic criteria for the District level. On the surface, it may look like very few of the original bylaw revisions passed, but the debate and discussion gave significant visibility to where members stand and alternatives to expand membership.  The assembly was proof to me that our democratic process is alive and well in PRSA! More information about the assembly is on PRSA Chair and CEO Mike Cherenson's blog.

During the Conference -
Arianna Huffington's remarks and interview of health care advocate Wendell Potter highlighted some of the ethics challenges for PR professionals, while Todd Buchholz and columnist Bob Garfield discussed key issues and shared views on PR's future. The professional development sessions provided lots of choices, especially on social media and research/measurement.  Once again, I learned something I can put to use in our chapter and in my own job.  I hope other attendees also came away with great experiences and lessons.

Best of all were the many new colleagues I met at the speaking and PD events - fellow professionals from Iowa, Oklahoma, California, Washington, Minnesota, Michigan, Maryland, Ohio, and more!  Congratulations to one particular NCC participant, Pamela Mooring, who completed her APR the week before the conference! The 2009 conference was great - and I have even greater expectations for 2010!

Let us know what you'd like to see at the International Conference in 2010. Our efforts need to be geared for what you, our members, need and want. You can contact me at barbara.burfeind@dma.mil or call 703-428-0712.  And please show your continued support as we welcome our 2010 President-elect Jeff Ghannam and the newly elected board.

I look forward to hearing from you and hope to see all of you at our annual Holiday Reception on Wednesday, Dec. 9.

Sincerely,

Barbara Burfeind, APR
2009 PRSA-NCC President

NCC 2010 Election Results

Independent PR Practitioners Fill Nonprofit Needs Cost Effectively

Because of the economy, many nonprofits have experienced recent layoffs and budget cuts. With stiff competition for members and dollars, it's critical that your nonprofit continues to conduct external outreach keeping your members, donors and corporate sponsors informed about your organization's activities. Independent practitioners may be the perfect solution.
 
Independent PR practitioners work in an extremely cost-effective manner. Typically, independents have much lower overhead than PR agencies-no downtown office space, staff, benefits, or employees assigned to the account that don't bring value. We pass those savings onto our clients. In addition, when you hire an independent, you hire the person you work with-no handing off clients to junior staff, or yet another new account executive.

According to an October 2008 survey, most IPRA members have 25+ years of experience meaning they possess partner-level experience which often translates into high-quality products and a greater degree of customized service compared to an agency. In addition, IPRA members provide 60 different types of services, with expertise in 36 industry topic areas. Time and time again, associations sing the praises of working with an independent.

"We've had great success working with consultants to help bolster and augment our internal team," said Chris Lorence, senior vice president of marketing, Independent Community Bankers of America. "We get highly experienced virtual team members who can provide strategic planning, specialized expertise, and roll-up-your-sleeves implementation. It's a flexible approach, perfectly suited to respond to the demands of today's changing marketplace."

This quote underscores one of the best client benefits of working with an IPRA member: flexibility. We personally handle every project, from conception to completion and can be brought in to augment existing staff, for a project, on a monthly retainer, or even to serve as the organization's PR staff person.

To find an IPRA independent practitioner to fit your needs, go to www.ipralliance.com and look to the right for "Find an Independent PR Professional."

Calling All Independents!

As an independent PR practitioner, you may be looking to build your practice keep up with the latest trends, or network and enjoy some camaraderie with other PR indies. If so, the Independent PR Alliance has a great deal for you.  (www.ipralliance.com.)

Join IPRA now and get the months of November and December 2009 free.  That's right, free. Plus, you can attend our annual Holiday Luncheon at Maggiano's on December 3 at the member's registration price.

Don't delay - join today!  Go to www.ipralliance.com to join online.  Think of it as the one New Year's Resolution that will benefit both you and your business in 2010!

John P. Philbin, Ph.D., APR
President & CEO
Strategic Collaborative Solutions, LLC

1)    Why did you join PRSA? 
Increase local networking opportunities and business development. 

2)    How long have you been in the PR field? 
20+ years.

3)    What skills are required to do your job? 
Leadership, superb client skills, knowledge, innovation and integrity. 

4)    What's your greatest career achievement? 
Apart from helping my wife raise four terrific children, I retired as Chief of Coast Guard Public Affairs in 2004, and also served as Director of External Affairs for FEMA (post-Katrina 2006-2007).  Both of those were extraordinarily challenging public service positions, and I was involved in some very high profile events throughout my career.  Although I miss public service, starting my own company in 2007 was a life-long dream. 

5)    Where would you like to see yourself in five years? 
I have a real interest in teaching tomorrow's leaders, so I very much would like to share my observations based on nearly 25 years of experience with college students and conducting communication research.  I have had the pleasure of guest lecturing this past year at institutions like Indiana University, University of North Carolina, Georgetown, The George Washington University and National Defense University.  These opportunities have only affirmed my interest in teaching.  Integrating practical experience with theory is critical in my view. 

6)    How do you begin each day? 
Sprinting (metaphorically). 

7)    What's your dream job?
President of a University.   

8)    Who's your role model, and why do you admire him/her? 
I worked for a Coast Guard Commandant named Admiral James Loy, who served as an Administrator for TSA as well as Deputy Secretary of DHS.  His integrity was beyond reproach, and he really viewed public service as a noble calling.  He also understood that communication was a leadership responsibility-not simply the purview of the Director of Communications. 

9)    What's the last book you read or movie you saw?
I am currently reading Malcolm Gladwell's What the Dog Saw.

10)    Tips for maintaining the elusive work/life balance? 
Never lose your sense of humor-life is too short!

Have you or someone you know joined the Chapter within the last six months?  If so, would you like to be in our spotlight?  Just contact newsletter@prsa-ncc.org for a copy of the questionnaire. To view past new Member Spotlights, visit the membership section of the Web site.

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What's the best way to maximize professional development opportunities when budgets are limited?-AP, Bethesda

AP: Every organization these days is tightening its budget, and frequently professional development is considered a "luxury" that can be cut.  However, it is vitally important that public relations professionals keep up with new developments in the field, and skipping professional development activities can be a short-sighted management strategy. 

Therefore, if you don't have money in your department's budget for professional development, then consider taking advantage of the many free-or inexpensive-opportunities offered by PRSA and the National Capital Chapter.  For example, here is a list of podcasts available on the PRSA NCC Online Professional Development Website:
•    The Future of News: a seminar to discuss the future of news and the changing role of journalists and PR professionals
•    How to Get Big Media Hits in a Social Media World: an exciting workshop that assembled a diverse panel of reporters and editors who disclosed secrets of the best methods to use when pitching story ideas. 
•    The Evolution of PR in the Age of Obama: A panel of experts examined ways public relations professionals can make effective use of new technologies such as YouTube, Facebook, blogs and the innovative use of the Internet, web sites and massive grassroots campaigns that were successfully employed in the Barack Obama presidential campaign. 
Other seminars this year included:
•    Getting Your Message Out: Creating a Successful Blog
•    Using Strategic Media Measurement to Showcase Your Success
•    Tips for Showing Value in 2009
•    Secrets of the Trade Media Podcast
•    Pitching to Bloggers
•    The PR Job Market: What's Hot and What's Not
The list of choices is remarkable.  And note that PRSA also has seminars, teleseminars and Webinars listed on hits Web site.
Tip: when you take advantage of these opportunities, be sure to share the material with your colleagues and the appropriate managers in your organization.  They may better appreciate the value of professional development and include funding in your budget when the economy picks up! 

Regards,
Fred

Fred Whiting, APR, is an adjunct faculty member at American University, where he is teaching a course in Public Communication Writing in the School of Communication.

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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