Greetings Colleagues:

As members of PRSA, we adopt a Member Code of Ethics and pledge to adhere to its six professional values and principles of conduct.  As we manage the reputations of the organizations we represent, adhering to the Code is more than just meeting our ethical responsibilities because of the implications to our clients and the industry as a whole. Ethics and ethics education must be a part of everything we do.

In March, the Ethics and Professional Development committees hosted Ethics in PR: Avoiding a Crisis in Credibility. The event provided a powerful, thought-provoking discussion about the practice of ethics in our profession and featured speakers from all facets of communications.  If you were unable to attend the event we will soon have a podcast version for you to download—please check the “New Media Downloads” button on the NCC home page.

I am also pleased to announce that NCC is creating a first-ever Ethics Resource Panel to serve as a resource for any member who needs guidance or counsel on ethics-related issues.  The Panel is meant for members in all levels of our profession, whether you have general questions about establishing an ethics program for your organization or you are faced with an ethical dilemma.  Stay tuned for more information about this new chapter resource.

NCC prides itself on providing some of the best programming of any public relations organization. In addition to our ethics event in March, we hosted a teleseminar on the life cycle of an independent practitioner—how to start, grow and sell an independent practice. And, we offered our first APR jumpstart course of the year to help professionals seeking accreditation get off to the very best start in the process.  If you missed this jump-start course, don’t worry.  There will be others later in the year. Please continue to check the NCC site for more information.

April’s events, which focus on everything from Essential PR to Fit Your Budget to the Secrets of Winning a Thoth Award, are also top notch. Space is limited, so please register now at www.prsa-ncc.org.  I look forward to seeing you there.

Sincerely,

Heathere Evans-Keenan, APR
PRSA-NCC President, 2008

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New PRSA Committee Encourages Members to Think Global, Act Local

PRSA-NCC is launching a new Public Service Committee, where members have the opportunity to volunteer to make a difference in their community while meeting new friends and gaining new skills.

The first issue the Public Service Committee will tackle, in coordination with outreach efforts from PRSA national, is the humanitarian crisis in Darfur.

The committee is also currently accepting proposals from locally based nonprofit organizations for assistance as well.  The deadline to apply for consideration is May 5

For more information about the committee, or to join the effort, contact Deborah Deal, APR at deborah@saintblackwell.com.

PRSA-NCC President-Elect Barbara Burfeind, APR, shared a conversation with Embassy Military Attaché Lt. Col. Kari Renko at a networking event at the Embassy of Finland.

Embassy of Finland Hosts Chapter Mixer with International Flair

PRSA-NCC members enjoyed a warm and congenial reception as guests of the Embassy of Finland, on Thursday, Feb. 28. In hosting the Chapter’s first networking social of the year, the Ambassador and other leading Embassy personnel offered personal perspectives on Finland and its culture. The event also showcased the striking Embassy facilities on Massachusetts Avenue, and included a plentiful buffet of delightful Finnish cuisine. The evening was coordinated by the PRSA-NCC International Committee, with Ruth Sexton and Doris Wilson as co-chairs and Cathy Johnson as event chair.

To view more photos, visit the PRSA-NCC Web site.

Broadcast News Influx According to PRSA-NCC Seminar

The broadcast newsroom is still evolving with more changes to come according to two DC-based broadcast journalists who addressed 30 IPRA April lunch attendees. Matt Glassman, coordinating producer of special projects for NBC4 News; and Darci Marchese, reporter and managing editor for WTOP radio, agreed—more change is in store.

Click here to read the full feature article on the PRSA-NCC Web site.

PRSA-NCC Presents Essential PR for the DC Chamber of Commerce on April 22

Successful public relations is a necessary part of any organization, whether it is a business, association, government agency or nonprofit organization.

The role of PR will serve as the focus of an event on Tuesday, April 22 from 8:30-10:30 a.m. at the Herman Miller Design Studio in Washington, D.C. This seminar is part of a series that PRSA-NCC is coordinating with the DC Chamber of Commerce. Participants will learn about the elements of good PR and how you can use basic public relations tools and strategies to create buzz for your organization from speakers Aaron Cohen of Imre Communications, Robert Deigh of RDC Communication and Sheri Singer of Singer Communications.

The cost is $35 for DCCC and PRSA-NCC members and $60 non-members. Register online at www.dcchamber.org or contact Candice Hicks, DCCC Member Program Specialist at 202-347-7201 ext. 15 or chicks@dcchamber.org.

Learn the Secrets to Winning a Thoth

Join PRSA-NCC for a special event that promises to reveal the secrets to winning a distinguished Thoth award on Wednesday, April 23, from 6-8 p.m. at Mackey’s in Washington, D.C.

The event will feature a fun, cocktail hour with light hors d’oeuvres and helpful tips for developing award-winning entries for PRSA’s signature awards competition.  Selected prior year winners from various categories will mix, mingle and graciously “share the secrets” of winning a coveted Thoth award. Socialize with past award winners at this one-of-a-kind event.

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 27 categories, including 14 program categories that celebrate the very best PR campaigns and 13 component categories that highlight top accomplishments in PR tactics. Early Bird entries are due Friday, May 23, and standard entries must be submitted by June 6.

The cost for the event is $5 PRSA members and $10 non-members. Space is limited. Click here to register today.

Preparing for International PR Challenges

In today’s world, preparing for the unexpected is an important and necessary part of public relations. The PRSA-NCC International Committee will help members learn how to best prepare for international challenges at a special seminar called “Expecting the Unexpected: Preparing for International PR Challenges” on Tuesday, May 13, at the National Press Club. The event will begin with a networking reception from 6-6:30 p.m. followed by a speakers’ program from 6:30-8 p.m.

Watch the PRSA-NCC Web site for registration information and further details.

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Zack Cannon  

Account Director
On the Scene Productions, Inc.

 

 

Why did you join PRSA?

I started a new position with On the Scene Productions’ (OTSP) Washington office, and thought that joining PRSA would be a great way to connect with the DC PR community.

How long have you been in the PR field?

Prior to joining OTSP-DC earlier this year, I managed broadcast, online publicity projects and new media campaigns in Washington and throughout the Northeast for five years.  I also spent a year in the CNN and CBS newsrooms.

What skills are required to do your job?

An acute attention and understanding of the needs of a client is most important. I also recommend the best possible way to communicate a message or campaign; whether via traditional broadcast methods, online media, or a unique blend of both.

 What is your greatest career achievement?

Working on shows like ESPN “Pardon the Interruption” and HBO “Real Time with Bill-Maher”.

How do you begin each day?

Turning on the TV to catch Mike and Mike in the Morning, and catching a few minutes of the Today Show – gotta get my Tom Kierein weather forecast. 

What is your dream job?

Working at a ski resort during the winter and as a whitewater kayak guide during the summer months (with maybe doing a little PR on the side!).

Who is your role model, and why do you admire him/her?

Martin Luther King, Jr. and Stephen Colbert – truly unique individuals who are not afraid to speak their minds.

What is the last book you read or movie you saw?

Just finished reading “The Power of One” – great story that takes place in South Africa about a young boxer.  I have Sweeney Todd waiting in my Netflix queue.

Tips for maintaining the elusive work/life balance?

Try a different lunch spot with a friend every day, exercise after work, plan a weekend getaway every once in a while and leave the Blackberry at home.

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 have a job-searching/interviewing question.  In terms of follow ups, when do you wait it out for them to respond and when do you be a little more persistent?

—S.M., Washington, DC

Dear S.M.: My all-too-recent experience with the job search adventure suggests the following guidelines:

Always ask the recruiter when they expect to take the next step; e.g., bring in candidates for interviews. Ask if it is OK if you can check back with them if you haven't heard anything by then. They will no doubt say it's OK. Then call on that date.

Remember that e-mail can be easily ignored and more easily deleted, but a phone message is harder to avoid--particularly if you get the recruiter's direct line and you're lucky enough that they answer the phone.

Assuming they do not, however, be prepared to leave a quick (30 seconds or less) voice mail message identifying yourself, the position you're seeking, the fact that they said it was OK for you to check back by this date if you had heard nothing, and ask for a return call. C-A-R-E-F-U-L-L-Y  E-N-U-N-C-I-A-T-E your name and phone number.

And just to be sure, send an e-mail mentioning that you had left a phone message. And to be VERY sure, attach your resume so it will be easily located in order to help the recruiter remember you among the dozens of other candidates for the job. Give them a week, then stir and repeat. If they do not get back to you then, assume it's a lost cause and move on.

Keep in mind that the purpose of your resume is to get an interview. The purpose of the interview is to generate an offer. And the purpose of generating an offer is to give you the opportunity to decide whether to accept their offer.

And also remember that it helps to indicate at every opportunity of your interest in the position and what you can do for them. You are right that if you show a bit of persistence, they will consider that as a good indicator of future performance.

Good luck and best wishes.

Fred Whiting, APR

Do you have a question concerning the practice of public relations that would be of interest to others? Ask a PRofessional! Click on Programs/Mentoring/Ask a Professional or just click here.

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