To 2009 And Beyond

Greetings Colleagues:

Can it truly be December already? Time has flown by at (as my nearly eight-year-old would say) Buzz Lightyear speed, and what a year it has been! Our performance across all key areas outlined in our strategic plan exceeded my expectations. This year we averaged more than 3 events each month, raised more in sponsor support than in the history of our Chapter, broke 1,400 members to qualify for 14 delegates at the PRSA International Conference, developed a phased three-year plan for enhancing member communications, offered sold-out intensive half-day professional development workshops, held another blow-out Thoth Awards Gala, created an Ethics Resource Panel, developed templates and processes that can be carried forward in years to come, and made several first-ever strides in the areas of technology and social marketing.

You belong to the largest and one of the most active PRSA Chapters in the country! As we head into the New Year, be sure to make your membership work for you. If you are not on a committee, click here for a listing and begin 2009 with a plan to maximize your membership. Contact the committee chair listed on the website, or incoming president Barbara Burfeind, APR, at barbara.burfeind@dma.mil to get more information on how you can get involved.

Those who kicked off their holidays at this year’s Holiday Reception shared an evening filled with networking, fine food, prizes and laughter. Thank you to the many volunteers and sponsors who made the holiday event so much fun. We recognized and honored the remarkable group of volunteers that makes the National Capital Chapter one of the finest examples in the Society, including the 2008 officers, directors and more than 25 active committees. Robert Udowitz received a second consecutive Diamond Award as our Chapter’s most valuable player for his outstanding creativity, professionalism and service on the Sponsorship committee—a much-deserved honor. We also announced our Chapter’s five newly accredited public relations professionals: Bryan Hilferty, APR, Lesly Simmons, APR, Jane Leibbrand, APR, Amy Robinson, APR, and Amie Hornbaker, APR. Kudos to each of you for the hard work you put into earning your APR—a mark of significant professional distinction indeed.

Check the NCC events calendar as this year is not over yet… don't miss the opportunity to find out about the major challenges and prospects for public relations pros as 2009 unfolds. Click here to register today and network with some of the most accomplished practitioners in the nation: your fellow PRSA-NCC members.

Now is the time that all presidents look forward to, happily and a little wistfully. Thank you for making this a successful year. As you can see by the accomplishments, it’s been a busy one! These aren’t my accomplishments, but our Chapter’s. Thank you to a terrific board of directors who have guided the chapter and ensured our members benefit from their membership. Thank you for making this another incredible year of growth and expansion! A warm welcome to incoming NCC President Barbara Burfeind, APR, and the entire 2009 leadership team.

Sincerely,

Heathere Evans-Keenan, APR

PRSA-NCC President

Back to Top

2008 Holiday Reception

2008 PRSA-NCC President Heathere Evans-Kennan, APR passes the official gavel to Incoming President Barbara Burfeind, APR at the Holiday reception held at Elizabeth’s on L in Washington, D.C. in November. PRSA-NCC welcomed its 2009 officers at the reception and celebrated another successful year. For more photos from the reception, visit the PRSA-NCC Web site.

FREE MONTH: Join IPRA Now and Get December FREE

If you are an independent PR practitioner looking for a way to keep up with the latest PR trends, build your practice or network with other independents, the Independent Public Relations Alliance (IPRA) has a great deal for you - join now and get the month of December 2008 free! 

Formed in 2001 as a group affiliated with the PRSA National Capital Chapter, IPRA offers their members a broad portfolio of benefits, ranging from educational to business development and networking events to greater visibility within the business community.  In addition, IPRA members have the opportunity to team with other practitioners as “virtual agencies,” expanding their own capabilities and allowing them to win new business.  We also offer legal and other document templates on our award-winning website, www.ipralliance.com.

As an additional benefit to encourage new members and to thank their current members for renewing, IPRA is offering free access to one monthly luncheon during the 2009 calendar year if membership is paid by January 31. (This offer does not include the January event.)

Don't delay - join or renew today. Go to www.prsa-ncc.org/ipra/membership to join or renew online. (Note: to belong to IPRA, you must be a member of both national PRSA and the local chapter.) Think of joining IPRA as the one New Year's Resolution that will benefit both you and your business in 2009!

PRSA Descends On D.C. in 2010

While it may sound like a science fiction movie title, we are already in the planning stage for the PRSA International Conference 2010 in Washington, DC. We are recruiting volunteers for the host committee to assist with marketing the conference, sponsorship solicitation, and event planning. If you are interested, please contact Tracy Schario, tschario@gwu.edu, 202-994-3566.

PRSA-NCC Discusses What’s Ahead for 2009 At National Press Club Dec. 11

From a new president to an ailing economy, there is no shortage of dramatic storylines facing the United States. What will the new year hold for PR professionals? What are the most pressing issues that will affect your job and determine your ability to succeed? Where will your best opportunities come from?

John Elsasser, editor in chief of The Strategist, PRSA’s award-winning magazine, and panelists Jeff Joseph, vice president of communications, Biotechnology Industry Organization; Bill Black, senior partner, Fleishman-Hillard; Mike Baroody, executive vice president, Porter Novelli; Joan Mower, director of development and public relations, Voice of America; and Jeffrey Robertson, assistant commissioner, office of public affairs, U.S. Customs and Border Protection will participate in a lively and topical discussion on the major challenges and opportunities for the PR profession as 2009 unfolds. Thursday, Dec. 11 from 8-10 a.m. at the National Press Club. The cost is $35 for members, $55 for non-members and $10 for students and retirees. For more information, or to register, visit the PRSA-NCC Web site.

PRSA Delegate Assembly Discusses Future of PR Profession

by Fred Whiting, APR

The possibility of imposing sanctions on PR professionals who violate the PRSA Code of Ethics appear remote, based on a discussion held by the PRSA Delegate Assembly at the 2008 International Conference in Detroit on October 25. 

The Assembly departed from its usual focus on bylaws and resolutions and instead engaged in a “strategic dialogue” to address the question: What role should PRSA play in establishing practice standards for the public relations profession? 

Delegates were randomly assigned to tables seating six or seven people, each table representing local PRSA chapters from around the country.  Delegates were given a background paper outlining the history of the PRSA Code of Ethics and presenting five possible directions the organization could take to crack down on unethical behavior by those who call themselves public relations practitioners. 

For more information, or to express your opinion, visit the PRSA-NCC Web site. Although you don't need to log in to respond to forum postings, in order to post a new forum topic, you must be a member and log into the site first.

Market Research Questions Answered

Market Research Questions Answered…PRSA-NCC held a successful workshop focused on market research that fits any budget in November. Above, speakers Sandra Wills Hannon, APR, Ph.D., principal of The Hannon Group LLC; and Susan Rink, principal of Rink Strategic Communications, discuss strategic tools and tips to gather data to develop informed public relations program.

Introducing the “PRSA-NCC Forum”
A Place to Be Heard, Share Ideas, Discuss Hot Topics

The Chapter has recently created a discussion forum to provide current and prospective members with an outlet to share ideas and their point of view on hot topics and trends.

To access the forum, simply go to the PRSA-NCC homepage and click on the most recent post located on the bottom left hand column. The current posting discusses the future of the PR profession -- feel free to share your thoughts!

Also, don’t forget to join our PRSA-NCC groups on Facebook and LinkedIn, where you can connect with other members, post information about future events, comment on past events, upload photos and video from PRSA-NCC activities, and gain more opportunities to start and contribute to ongoing discussions.

To join the Facebook group, log in to your Facebook account, click on “groups” and search for “PRSA-NCC.” This should pull up the PRSA-NCC group page, where you can select to “Join group.” To view and join the LinkedIn group, log into your LinkedIn account, click on “Groups” in column on left, search for “PRSA-NCC” in “Group Search.” This should bring up the group page, where you can choose to “join this group.”

If you have any questions about these initiatives please contact marketing@prsa-ncc.org.

Back to Top

John Trybus
International Tour Coordinator
The Jane Goodall Institute

1)         Why did you join PRSA?

I joined PRSA because it is important for me to be connected with other practitioners in Washington.  Our chapter is filled with so many talented and accomplished people from which to learn.   

I have also had the pleasure of serving as the mentorship chairman for PRSA’s New Professionals Affinity Group on the national level and so I understand what good things this organization has the power to accomplish. 

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

Five years, if you include all the work I did as a student…which I do! 

3)         What skills are required to do your job?

Adaptability, diplomacy, good humor, and a lot of energy.  I help arrange Dr. Jane Goodall’s global lecture tour and accompany her on the United States stops.  She travels over 300 days a year on a perpetual world tour sharing her message of peace and speaking about the dangers facing chimpanzees and our environment. 

My job is to help promote Dr. Goodall’s message of hope by organizing the logistics of her tour.  I advance large lectures and events, organize book signings, and serve as an ambassador between our office and many different audiences.  My goal is to make sure Dr. Goodall’s public appearances are professional and educational.

4)         What’s your greatest career achievement?

I think my greatest career achievement is not a singular example but rather the frame of mind that I have about my work.  I’m proud that I have aligned myself with organizations and people who are making a difference in the world.  There is no reason why we can’t use our careers as vehicles to advance causes that we care about.   

There are also many opportunities ahead of me and so I hesitate to name a greatest career achievement right now.  As Nelson Mandela, said: “After climbing a great hill, one only finds that there are many more hills to climb.” 

5)         Where would you like to see yourself in five years?

I will still be working in public relations but hopefully in a management role supporting a great team.  There are many things that I want to do in my life – both professionally and personally – and I’m just getting started.  I have such an urgent desire to do more, see more, and be more.  It’s a great time to be alive.

6)         How do you begin each day?

I wish I could say that I get up at 6 a.m. to exercise and read The Washington Post from front to back!  But the reality is that my day always begins with a cup of strong coffee, oatmeal, and watching WGN news broadcast from my hometown of Chicago.  I know…how boring is that?

7)         What’s your dream job?

My current job is pretty amazing!  Although it’s certainly not as glamorous as it may seem, I do get to travel around the country with an internationally recognized UN messenger of peace who is one of the most influential women of our time.  I meet interesting people from all walks of life and work with colleagues from around the world as well as a super team in our local office.  What more can I ask for?  In another life, I would love to be a photojournalist or travel writer.   

8)         Who’s your role model, and why do you admire him/her?

I would be remiss if I did not mention my boss, Jane Goodall as one of my all-time heroes and role models.  I’m also inspired by the Dalai Lama, Martha Stewart, and my parents.  The list goes on and on and is quite eclectic!             

9)         What’s the last book you read or movie you saw?

The last book I read was River Town: Two Years on the Yangtze by Peter Hessler.  It’s an account of Hessler’s time spent living and teaching in a remote Chinese village.  I recently returned from spending a month traveling in Asia and I’m intensely curious about life in China and Southeast Asia. 

10)       Tips for maintaining the elusive work/life balance?

Forming and maintaining a support group is key to maintaining a balance.  I’m lucky to have a great group of people who care about me and who help keep my priorities in balance.  I call them my “fan club” and I must give them a shout out!   

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.

Back to Top

I am fairly new to a consulting firm and have been considering enrolling in a part time masters program and/or pursuing accreditation. Similar to the accreditation vs. master’s question, I’m trying to weigh the benefits of masters in communication vs. an MBA.Personally I think a communications program would really pique my interest and more of the classes would be relevant to what I actually do.However, I know an MBA is regarded highly among consultants and is said to be very valuable.I certainly wouldn’t enjoy the finance classes, and from what I can tell they barely touch on communications.Do you have any thoughts on which program would be more beneficial?I would be particularly interested in knowing if you thought of pursuing an MBA and why/how you made the choice to pursue communications.—JJ, Fairfax, Va.

Dear JJ: I think you've answered you own question: although an MBA has a certain prestige associated with it, it doesn't deal directly with what you're doing professionally now, and it doesn't sound like you would enjoy some aspects of the program. So why would you pursue it? If your career goal is to go into business administration with a strong focus on communication, then it would be a definite advantage. But if your passion is for words, not numbers, you might find pursuing a graduate degree in communication to be more useful. That was certainly the case with me--I find the creative side of communications to be much more interesting than the business side. Best of luck and let me know what path you choose.

Regards,

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

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.

Back to Top