Not Everything is Changing 

"Everything in PR is changing," says the conventional wisdom. Well, yes and no. Let me explain.

Yes, we are working in a profession that's buffeted by shrinking traditional media and wildly exploding technology. Add to that mix an incredibly difficult economic climate in which we are challenged to do more with less and to continually make the business case for PR.

But no matter what's changing, there's still a need for PR professionals who are proven strategic communications counselors that have those good old-fashioned skills like the ability to research and solve problems, network and build relationships, speak well, and write like nobody's business.

So what's a PR professional to do? Focus on the latest developments or keep honing those time-honored tools of the trade? Well, that's where an organization like PRSA-NCC can help. With NCC, you can do both. Let me use a brief six-day period from last month as an example.

On March 10, our Professional Development Committee held an intensive two-hour breakfast workshop on Facebook attended by more than 100 registrants. Five top-flight panelists from various employer settings delved deep into the latest developments in that leading social media platform and how cutting-edge PRprofessionals are using it to achieve their organizations' objectives.

On March 13, our Accreditation Committee held a one-day "jumpstart" training course for a dozen aspiring APRs. These PR professionals are smart enough to know that APR training gives them the in-depth strategic knowledge they need to succeed in today's marketplace.

And on March 16, the Professional Development Committee conducted a six-hour PR writing seminar for about 30 practitioners who know that clear written communication is--and I submit will always be--the foundation skill of our profession.

That flurry of activity illustrates how NCC is your ally no matter how much things change--or not.

Best Regards,
Jeff Ghannam
2010 PRSA-NCC President

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Government Relations and Public Affairs Committee Seeks Ideas for New Programs

PRSA-NCC Bids Farewell to Villegas; Chapter to Hold Special Election

Samantha Villegas regretfully has to resign her position as 2010 president-elect because she is relocating out of the chapter's boundaries. The chapter is now tasked with holding a special election to fill this important position. The 2010 president-elect will become president of the chapter in 2011. The Nominating Committee is soliciting nominees and is eager to hear from all interested parties in taking on this top leadership post. For more information, contact the Nominating Committee.

Two Association Journalists to be Featured at May 4 Association/Nonprofit Networking Happy Hour

In this quick changing media environment, it's important to know how to cut through the clutter and land a great story for your trade association, nonprofit organization or foundation.  But with reporters changing weekly, outlets disappearing, and so many mediums to choose from, it's confusing.

To help, PRSA-NCC's Association/Nonprofit Committee will present its first event for 2010, An Evening of Networking and Learning: Pitching a Great Story for Your Association or Nonprofit. This happy hour-style affair will be held on Tuesday, May 4, from 6-8 p.m. at LIMA Restaurant and feature Ed Dalere, Managing Editor, Association TRENDS; and Jessica Sidman, Reporter, Association & Nonprofit Bisnow.
 
The evening will include appetizers, networking with fellow nonprofit PR professionals, and a brief program with two well-known association-focused reporters. Ed and Jessica will provide some background on what makes a great interview, how preparing your spokespersons affects the interview, the best way to reach reporters in this 24/7 environment, and the most effective way to pitch your story.

LIMA is located at 1401 K St. NW. Visit the PRSA-NCC website for registration information.

New PRSA-NCC Past Presidents Council Established

The Past Presidents of PRSA-NCC have established a first-ever Past Presidents Council to work together to continue PRSA-NCC as one of the most successful chapters in the country. Nine past presidents of the chapter participated in the first meeting of the Council in January along with current President Jeff Ghannam;
President-Elect Samantha Villegas, APR; and Vice President Robert Udowitz.  The nine past presidents attending the first meeting were Michael Sheward, APR (1993); Joel Albizo, APR, CAE (1998); Amy Hurd, APR (2000); Steven Grant, APR (2002-2003); Bob Bryant, APR (2005); Tracy Schario, APR (2006), Sandra Hannon, Ph.D., APR (2007); Heathere Evans-Keenan, APR (2008); and Barbara Burfeind, APR (2009).

Additional informal gatherings of the group are in the works. The goal of the group is to serve as an advisory councel to the current chapter leadership regarding how it can better serve its membership, particularly more experienced or senior members.

IPRA's April 1 Lunch: Closing the Sale with a Winning New Business Pitch

Your proposal has helped get your foot in the door. Now, you have the opportunity to distinguish yourself and your firm from among a half dozen others and win some stellar new business. But how? Find out on Thursday, April 1, at 11:30 a.m. as the Independent Public Relations Alliance holds its monthly luncheon at the Embassy Suites Hotel in Vienna, Va.

Anna Zawislanski, MPH, Senior Vice President, Social Marketing at Ogilvy Public Relations Worldwide (Ogilvy Washington) will share secret strategies and practical tips for independent practitioners to use in delivering that winning business pitch in today's pinched business climate.

Along with lunch, the presentation will include how clients make their hiring decisions, how to determine what's most important in a new business pitch and much more.

On-site payment is $33 for IPRA and PRSA-NCC members and $43 for non-members and guests. Only cash is accepted. For more information, visit the IPRA website.

April is APR Month

The Accredited in Public Relations (APR) credential is a valuable mark of distinction to those practitioners who earn it; to the agencies, clients and organizations they represent; and, perhaps most importantly, to the public relations profession itself. It measures a public relations practitioner's fundamental knowledge of communications theory and its application; establishes advanced capabilities in research, strategic planning, implementation and evaluation; and demonstrates a commitment to professional excellence and ethical conduct.

Currently, more than 5,000 professionals from the agency, corporate, association and education fields hold the APR mark, including Harold Burson and Daniel J. Edelman. In the NCC Chapter, more than 170 are APRs.

As we recognize our APRs this month and reflect on the value of the APR process in advancing our profession, members can learn more about APR through many special events, including a free APR webinar, an online course, open house for potential candidates, and an APR Boot Camp. For information about these and other APR activities, check out the National PRSA calendar.
 
Finally, as a reminder for those who completed the March 13 Jump Start Class, or are preparing for Readiness Review, the next Readiness Review is scheduled for May 8. Your written submission is due to the APR co-chairs by April 23.

The next Jump Start class is scheduled for June 5.

Happy April!  Go for your APR!!!

NCC Members Selected for Hood College Survey

As a member of the National Capital Chapter, you are invited to participate in a survey that may determine whether a PR certificate program is created at Hood College in Frederick, Md.  Please go to http://www.surveymonkey.com/s/DPMCLHH and complete this short, 10-question survey at your earliest opportunity. 

Meet Your Membership Ambassadors

Have you ever attended a PRSA-NCC event but did not know anyone there? Well, be sure to look for our Membership Ambassadors. Membership Ambassadors assist with outreach activities to new and prospective members by attending chapter events to network with new and prospective members. They also make phone calls to welcome new members and much more. Be sure to say "Hello" to Lisa Johnson, Account Executive at Environics Communications at our next event!

Lisa Johnson
PRSA-NCC Membership Ambassador

1. How long have you been an Ambassador?

I'm actually  one of the originals, so I've been a Membership Ambassador for a little more than a year, since July 2008.

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Janette Carter Brevard
Senior Consultant/Strategic Communications
Booz Allen Hamilton

1)    Why did you join PRSA?
I wanted the opportunity to network with other PR professionals and PRSA has gained an excellent reputation for its professional development opportunities and offerings.  And I'm always open to learning new things and growing!

2)    How long have you been in the PR field?
7 years (but I previously spent 10 years on the other side of pr - as a reporter!)

3)    What skills are required to do your job?
Change management and thought leadership are definite requirements for my current assignment along with an extra heavy dose of strategic communications leadership to handle both internal and external communications. I'm also heading up social media efforts for my client via blogs and wikis and developing and teaching media training courses.

4)    What's your greatest career achievement?
Prior to joining Booz Allen Hamilton last year, I was speechwriter to Secretary of State Condoleezza Rice and chief speechwriter to both former Speaker of the House Dennis Hastert and Sen. Elizabeth Dole.  As a small town girl from Mississippi, it was an honor to serve under them!

5)    Where would you like to see yourself in five years? 
I love Booz Allen Hamilton so I really want to stay and continue to learn, develop and grow within the firm. I also teach speechwriting at Georgetown University, so I'd love to continue that.

6)    How do you begin each day?
Honestly? I'm up around 4 am nursing my five-month-old daughter, before passing her off to my husband and making it to work around 7 am! I'm a talk radio fanatic so I typically listen to WTOP news radio on the drive in!

7)    What's your dream job?
Truthful answer? I'd love to go on tour with Tina Turner as a background dancer! Politically correct answer?  I'd love to take time off to write that novel that has been in my head for years. Yes, a novel!

8)    Who's your role model, and why do you admire him/her?
My dad was orphaned at childbirth and raised by his grandmother, who later died while he was in high school. Despite his circumstances, he packed up his meager belongings and caught a bus to a small private college in Mississippi to beg for admission. He taught me that tenacity, drive and perseverance can help one overcome even the most difficult circumstances. It's a lesson I hold onto still.

9)    What's the last book you read or movie you saw?
I saw "Brooklyn's Finest" last week - I'm a huge fan of director Antoine Fuqua and he didn't disappoint with this movie.

10)    Tips for maintaining the elusive work/life balance?
As a new mom, I've surrounded myself with a really good circle of working mothers who provide a wealth of helpful advice. The best advice yet? When I pick up my daughter Brooklyn in the evenings, those first few hours are exclusively hers. Any work I need to do has to fit in after she goes to bed. It's our little special time and it helps to combat the infamous "working mom guilt"!I

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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(Q.) What's the best way to handle the following situation? You are gainfully employed but you are also interviewing for a new position with another company. You think there's a good chance you will get the job, but at the same time your current boss has said he is about to announce to the company he's promoting you.
 
Do you tell him you are interviewing and will take the job if it's offered, or do you let him announce the promotion, knowing that it will be awkward if you do get the offer and you resign a few days after his announcement.-SV, Northern Virginia

(A.) Obviously this is a delicate situation and a borderline ethics question.  Is it ethical to string your employer along until you find out that you have the new position?  Or is this a situation where you should just look out for Number One? 

There are plenty of justifications for acting out of enlightened self-interest.  After all, PR people are losing their jobs every day, often without warning or notice.  No one outside of the management of your company could fault you for taking a new and professionally rewarding opportunity. 

On the other hand, how loyal are you to your current employer-and especially to your current boss?  And what might be the consequences to your professional reputation in the future if you should bail right after getting the promotion? 

Is there any way you can get your boss to delay making the announcement, giving yourself enough time to see if you get the new job?  If not, then the wiser course would be to take your boss into your confidence to explain the situation, giving him or her the opportunity to decide on your promotion.  It means taking a chance, but transparency and candor usually are their own reward. 

Regards,
Fred

Fred Whiting, APR, recently completed teaching a course in public communication writing at American University, and this semester he will teach a similar course at Hood College in Frederick, MD.

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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