Making Time for Professional Associations

Jumpstart Your Career with APR

Getting a leg up in a highly competitive job market, not to mention a lackluster economy, could give you the necessary edge to catapult your career to the next level. PRSA's Accreditation in Public Relations (APR) not only can give your career a boost, but potentially your salary and credibility as well. Currently, there are close to 500 practicing APRs in the DC area. To qualify for APR accreditation, it is recommended that you have at least five years full-time practice or teaching of public relations, earned a bachelor's degree in a communications-related field, such as public relations, journalism, or equivalent work experience. The cost of accreditation is $385, including an application fee.

The process is thorough, testing 15 knowledge, skills and abilities (KSAs), including researching, planning, implementing and evaluating programs and communication models and theories to ethics and law and business literacy to name a few. You can take a maximum of one year to complete the APR process, which includes applying, answering a readiness review questionnaire, giving an oral presentation to a readiness review panel of APR members and lastly, passing a computer-based, multiple choice examination.

If it sounds daunting-it does not have to be! PRSA-NCC offers an accreditation preparatory course called Jumpstart that provides a step-by-step guide of how to prepare for APR, from completing your application, submitting your written submission, preparing for the Readiness Review and studying for your exam. There are three dates scheduled for Jumpstart in 2010-Saturday, March 13, June 5 and September 25. The course, which offers a study binder, breakfast and lunch, is $99 for PRSA-NCC members before March 8; $109 after and $129 for non-members.

Register online at www.prsa-ncc.org or call the chapter office a 703-691-9212.

Become a Member of the PRSA College of Fellows: Application Deadline is May 6

The College of Fellows is an honorary organization within PRSA comprised of more than 400 senior practitioners and educators. To be considered for admission to the College of Fellows, candidates must meet a stringent list of qualifications. Applications are reviewed by the Fellows Selection Committee, which recommends new Fellows to the PRSA National Board of Directors for approval.

In addition to being a Accredited in Public Relations (APR) and providing six letters of recommendation, applicants must be a current PRSA member; have a minimum of 20 years public relations experience; demonstrate superior professional capability in the practice or teaching of PR, show evidence of having advanced the profession; contributed to the profession or the community through service and leadership; and served as a role model in the profession and the community.

The application is not easy, but if you start now and pace yourself, you will find the process itself rewarding.  What's more, PRSA offers candidates the chance to have a GoodFellow, a fellow practitioner who has already been inducted into the College, to help you through the process every step of the way.  It would be very exciting if some of our own metro-area colleagues would apply this year - and become inductees at the National PRSA Conference in Washington, D.C. To learn more, visit the College of Fellows section of the PRSA Web site at http://tinyurl.com/yf8slag.

Sponsorship Opportunities Available for PRSA International Conference in DC

The PRSA International Conference will bring together more than 4,000 communications leaders in Washington DC in October 2010. Opportunities to reach PR professionals, students, and educators are available through sponsorship of this high-profile event. If you are interested in learning more about sponsoring the 2010 PRSA International Conference, contact Robert Udowitz at udowitz@verizon.net.

IPRA's 2010 Programs Supply Tools for Your PR Toolbox

From the nuts and bolts of writing a winning proposal and closing the sale to drilling down into social media and the new world of broadcast journalism, IPRA's 2010 programs offer a wide range of valuable tools for PR practitioners.  You'll want to mark your calendar now:

April 1: Nuts & Bolts 2: Closing the Sale With a New Business Pitch. Building on last month's Writing a Winning Proposal presentation, this program with a principal from Ogilvy PR Worldwide will highlight how to structure a riveting new business presentation, how to prepare for Q&As and how to sell yourself during a new business pitch.

May 6: The New World of Broadcast Journalism. Tour of WJLA 7/NewsChannel 8 studios, to include a box lunch at WJLA and a program on how to work better with the station's producers.

June 3: The Future of PR. Mike McCurry will share his vision of what PR will look like 10 years from now. Focus to include grassroots/grasstops and how to use social marketing tools to add value to our clients.

Sept. 16: The Pulse of Social Media for PR Practitioners. Where do PR practitioners fit among the growing popularity of social media forums?

Oct. 7: Protecting Your Business from Slow/No Pay Clients. Ron Katz, attorney. Specializing in small business lawsuits, Katz will provide IPRA members with tips on how to avoid slow/no paying clients, and the steps to take in the event that you need to sue to collect a debt.

Nov. 4: Integrated Marketing: Watching PR Tools Grow. With the growing popularity of social media, how do PR professionals integrate Internet ads, blogs, enewsletters, Facebook fan pages with more traditional marketing materials, advertising, and PR?

Dec. 2:  Annual Holiday Party

Programs are generally held at:
Embassy Suites Hotel/Tysons Corner
8517 Leesburg Pike
Vienna, VA 22182
Phone: 703-883-0707

Special program locations will be announced in advance.

Register online at www.prsa-ncc.org.

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Amanda Miller Littlejohn
Owner
Miller Littlejohn Media Group

1)    Why did you join PRSA? 
I joined PRSA to get connected to both the local and global PR community. Several of my dearest mentors are members and past leaders of the National Capital Chapter, and their involvement inspired me to get involved.

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

3)    What skills are required to do your job? 
I specialize in online communications and social media, so obviously a keen understanding of PR 2.0 tactics but also excellent writing skills, superb judgment, great negotiation skills and loads of creativity.

4)    What's your greatest career achievement? 
Publishing my book, the Mopwater PR + Media Notes manual for a Stellar PR Career.

5)    Where would you like to see yourself in five years? 
I would like to grow my company and be able to employ more people with creative, fulfilling jobs. I see myself doing work that takes me all over the world to meet with clients and colleagues.

6)    How do you begin each day? 
I grab my iPhone from my nightstand and take a look at my twitter stream just to make sure no major news broke while I was sleeping. Then I take a quick glance at my email boxes, then my RSS feeds, then my calendar to get a feel for what's on deck for the day. If my kids are still sleeping, I go make a quick cup of coffee before they get up.

7)    What's your dream job?
Editor-in-Chief of a well-read fashion or home décor magazine.

8)    What's the last book you read or movie you saw?
The last book I read was The Effective Executive by Peter Drucker. The last movie I saw was Groundhog Day, just because it was on television while I was up late working the other night.

9)    Tips for maintaining the elusive work/life balance? 
Yoga has been key for me. Also, try to remember that work is not life and life is not work.

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) My boss has to review everything before it is published; however, the material sits on his desk for weeks.  Reminders to review the material seldom result in expediting the process.  How do I break this logjam?-RB, Fairfax, Va.

(A) This is a common problem, especially in the PR field, because senior managers need to review materials such as news releases before they are distributed.  However, many managers have more than their fair share of work, and sometimes they don't give PR material the priority we think it deserves. 

How about trying this: when you are first tasked with a writing assignment, negotiate when the material needs to be finalized in order to distribute it in a timely manner.  Get a firm commitment from your boss that he or she will honor that commitment.  Remind him or her in a friendly way- preferably in person-of the deadline as it approaches.  You might mention that the boss promised to review your assignment by that date, and that in order to do your job effectively, you need to stick to that deadline.  If you focus on what is good for the organization and not just your needs, you are more likely to be successful.  (And if that approach doesn't work, threaten to stand on your boss's desk until the material is reviewed!) 

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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