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Conference Offers Rare Opportunity
CDs outsold vinyl for the first time. "Don't Worry, Be Happy" was the hit song and catch phrase. And George H.W. Bush (the older one) was not even president yet.
The year was 1988 and it was also the last time the PRSA International Conference was held in Washington, DC.
Maybe that's why there's so much excitement about this year's conference. But it could also be because the conference, which will be held October 16-19 at the Washington Hilton, is the nation's premier professional development event.
Thousands of communications professionals from around the world will descend on our fair little town for programming that includes 80 sessions within four tracks focusing on innovative strategies, effective tactics and techniques, specialization and practice areas, and the "Business Case for Public Relations."
The conference also features additional emphasis on the latest strategies in social media and public affairs. The keynote sessions will be delivered by some of the most influential and respected thought leaders in the areas of social technology emergence, online research, crisis communication, and public affairs,
Washington area professionals will receive additional benefits by attending this year's conference simply because it will be an unparalleled opportunity to connect with the area's PR community. Hundreds of attendees will be taking advantage of the conference being in their backyard.
And one last reason why should register right now: If you register by August 27, you will receive a discount rate-a savings of $200. Register at www.prsa-ncc.org, and we will see you there.
Sincerely,
Jeff Ghannam
2010 PRSA-NCC President
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Find a Mentor or Be One!
If you are a public relations practitioner with 10 or fewer years of experience, you have some challenges to overcome. You're probably still rather new to the field, so it's difficult to know where you are going and what paths are open to you. You have bosses who tell you what to do, but they often don't explain why. You want to advance in the organization, but you don't know how. You need help, but you don't know where to find it.
Well, here's a place:the Mentoring Project page for PRSA-NCC (http://www.prsa-ncc.org/mentoring/). There you will learn how the chapter's mentoring program works, and you can complete and submit a form to be matched with a seasoned PR professional-one who is likely in your own field of interest-who is available to consult with you on professional matters. Whether it is just some advice on career development, workplace issues, or ethical questions, you will have someone who is available to help.
And if you are a PR professional with more than 10 years of experience, you're invited to go to the same Web page, http://www.prsa-ncc.org/mentoring/, where you can indicate your interest in becoming a mentor. You will be amazed at how gratifying it can be to help shape the PR pros of the future. (And it also will help you earn credit points to maintain your accreditation!)
Mike McCurry and The Five Cs
by Sheri Singer with input from Claudia Askew, APR
 Mike McCurry, a veteran political strategist, addressed about 40 attendees at IPRA's monthly lunch program on June 4. McCurry, who has more than 30 years experience and is perhaps best known as the former Press Secretary for President Bill Clinton (1995-1998), discussed the future of PR. According to McCurry, the current trends affecting PR include:
• Generation gap. This gap exists between Baby Boomers over 50 (he does not consider the President a Boomer) who are ideologically intolerant; and those under 50 who are unfocused and seekers of truth and purpose.
• Shift in demographics. With the explosion of the U.S. Hispanic population, there will continue to be a change in the way we communicate.
• Technology. The continuing revolution of how technology is changing the way we communicate both personally and professionally.
McCurry shared his Five C's for all types of media. They are:
• Credibility. "Telling the truth turns out to be very important, says Bill Clinton's former press secretary," he joked. But he added, "Reliability is based on trust, and the minute you alter the facts, you lose credibility."
• Candor. Acknowledge any wrongdoing and move forward. As communicators, we need to quickly suggest a solution and not stay focused on the challenge.
• Clarity. Ironically, McCurry said, the media fails us most because they over-simplify. According to McCurry, we need to communicate clearly but also include enough detail to "…make the light bulb go off. So that people say, 'Oh, now I get it.'"
• Compassion. McCurry says people are interested in honest information. To do that effectively, communicators need to listen and effectively engage our opponents and critics in dialogue.
• Commitment. This refers to perseverance and tenacity that McCurry says you need to get the message through all the clutter and to change behavior.
During the Q&A, McCurry discussed how the New York Times revolutionized journalism with the tag "all the news that's fit to print." The paper created a shift from yellow journalism into serious news. McCurry said clearly the next wave in news is the Internet, but concluded that as of yet, there is no a profitable business model for news on the net. He surmises that there are a few models percolating that may work: Google creating or buying a news service; or the Newark Star Ledger's Foundation that was created to support state news online. Stay tuned for the future of PR…
Public Relations IS not Dead. In Fact, it's Been Reborn!
By Sherrie Bakshi, Communications Maven, Matrix Group International
I am thrilled to be serving on the host committee for PRSA's 2010 International Conference. This year's conference comes at a pivotal time. Disasters like the BP's oil spill and the mistrust in major institutions has brought the need for public relations to the forefront. And, to be honest, it couldn't have come at a better time.
When the economy took a downturn, many companies' communications departments took a hit while a number of agencies nationwide laid off thousands of highly talented professionals due to the lack of business. I can relate because I was one of thousands of public relations professionals laid off during the recession. Many organizations did not see the value of public relations because it wasn't "a revenue generator."
But, thanks to the explosion of social media over the last couple of years, public relations is making a comeback. Today, many organizations need highly experienced public relations professionals to juggle the many different media, craft communications that best connect with their audiences, put out fires in a short timeframe, and ensure that their companies' brands and integrity remain intact.
So, what are my thoughts about PR today and what is my advice to the next generation of public relations professionals? Here are a few:
1. Just because social media has exploded as a primary means of communications, don't throw away traditional PR. I remember having a conversation with my very good friend and mentor about how I don't really write press releases anymore or work with the media, and she told me, "Don't get rusty." She was right. A successful public relations professional integrates traditional PR with new media. People are still going to watch the news and still read magazines so don't lose those relationships.
2. Being a good writer is a valuable asset. Writing is hard and takes good discipline and thinking. It is a skill that must be honed even if you consider yourself a "good writer." As your company's pr person, you are going to find yourself needing to be quick on your feet and writing on demand whether it's getting an urgent message out on your social networks or drafting a press release on a monumental event for your company.
3. As public relations professionals we are always educating our constituents. Whether it's our colleagues, our clients or our customers, we are always educating our constituents from reinforcing the importance of our messaging among our employees to putting together an event to attract new and existing customers--you always need to be developing ideas to keep them informed.
4. No matter how much experience you may possess be sure you are always learning. I joined my current company, The Matrix Group, about a year ago. Matrix Group is an interactive agency. As an individual, I have seen myself evolve as a professional, adding a range of expertise behind my name related to online communications and social networking.
PRSA-NCC Presents Twitter as an Effective Communication Tool
A four-person panel presented the workshop Using Twitter as an Effective Communications Tool for Government, Business, and Non-Profits on June 9 at the U.S. Navy Memorial & Heritage Center.
Organized by the Public Relations Society of America's National Capital Chapter (PRSA-NCC), the workshop featured:
• Major David Faggard, Office of Public Affairs, United States Air Force (USAF)
• Andre Francis, social media representative, Pepco Holdings, Inc.
• Pete Snyder, founder & CEO, New Media Strategies
• Cody Switzer, new media specialist, Goodwill Industries
"Twitter is only as powerful as what you connect it to," said Francis, who discussed Pepco's journey into Social Media, noting that he knew that there was conversation on social media platforms about what the company was doing, and that Pepco joined Twitter because that was where most of the conversation was, but was able to leverage other tools such as YouTube to enhance the company's content stream.
Faggard focused on the Air Force's use of Twitter as a "buzz-tool," displayed the power of the platform's reach by sharing a case-study where USAF used Twitter to identify and correct an inaccurate report of a C-17 plane crash.
Building mission awareness, listening, and enriching customer interaction was the center of Switzer's presentation on Twitter in the non-profit industry.
Snyder, whose New Media Strategies focuses exclusively on social media, discussed the value of information and intelligence gathering via Twitter, "it's really about the value of the social search," he said.
Question and answer followed the presentations; some topics covered included acquiring followers and the difference between a Twitter and a Facebook post.
A podcast of the event is now be available in the New Media Download Section at www.prsa-ncc.org.
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 New Member Spotlight
Alan Chumley
Senior Consultant
CARMA International, Global Media Analysts
1) Why did you join PRSA?
Professional development, learning, sharing, mentoring, networking, socializing.
2) How long have you been in the PR field?
Twelve years. First six as in-house corporate communications counsel for big blue chips like Bell Canada, ING. The last six on the PR research and measurement side with Hill & Knowlton (Director of measurement) and research suppliers such as CARMA.
3) What skills are required to do your job?
Neurons from both right and left brain are firing to drive some science into the art of communications.
4) What's your greatest career achievement?
Making the shift from the PR practice side to the research and measurement side. A tough decision and an uphill battle since but it's been rewarding.
5) Where would you like to see yourself in five years?
Increasingly senior and challenging positions while still, and perhaps better, managing the work-life balance.
6) How do you begin each day?
With recognition and thanks for all the positives in my life.
7) What's your dream job?
Anything where I'm deployed to align with what I do well, and not at all focused on the rest.
8) Who's your role model, and why do you admire him/her?
Professionally I have several mentors-from-afar (most of whom don't know it): the three dozen members of the Institute for PR's Measurement Commission.
9) What's the last book you read or movie you saw?
I'm kind of a cheater with business reading. I subscribe to a biz book summary service. About $100/year for three dozen synopses. Some recent favorites: The Influentials, The New Influencers, Buyology, Citizen Marketers, Tactical Transparency, Convergence Marketing.
10) Tips for maintaining the elusive work/life balance?
One tip: use the auto/timed on and off feature on the crackberry.
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) How do I convince my boss to support (and fund!) my attending the 2010 International PRSA Conference, which will take place October 16-19 here in DC?-BB, Alexandria
(A) As a public relations practitioner in the greater Washington, D.C., area, there has been no greater opportunity in years for you to attend the International Conference of the Public Relations Society of America, because it will be right in our backyard! If I were you, I would say to my boss: "Boss, we really need to take advantage of this event, for three reasons:
1. The International PRSA Conference is the professional development event of a lifetime. Nowhere else will I be able to attend workshops that will enhance my skills in research, planning, execution and evaluation of PR campaigns for such a low price.
2. The conference is also a professional networking opportunity that will allow me to connect with other practitioners from around the world on new developments in my profession, without leaving home.
3. I can attend the annual conference this year with no cost for travel, food and lodging, which reduces the expense significantly. And by the way, we can save $200 if I register by August 27.
You owe it to your organization to attend the 2010 International PRSA Conference, because it is a wise investment in your career. Register today for the professional development event of a lifetime!
Regards,
Fred
Fred Whiting, APR, is an adjunct professor 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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| BENEFIT BAZAAR |
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PRSA International Conference
Join thousands of communications professionals in Washington, D.C., the epicenter of thought leadership, for the PRSA 2010 International Conference, Oct. 16-19. Register by Aug. 27 and save $200.
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| Contributors |
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Newsletter Committee Members:
Jeff Ghannam (President)
Amanda Piasecki (Co-editor)
Jennifer Strohm (Co-editor)
Fred Whiting, APR
Newsletter Contributors:
Claudia Askew, APR
Sherri Bakshi
Sheri Singer
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