Note: Online registration has now closed for this event.  However, space will be available for those who wish to register on-site

PRSA-NCC cordially invites you to the first professional development seminar presented by the PRSA-NCC Nonprofit/Association and Professional Development Committees:

Communications in the Association and Nonprofit Sector:
How to Demonstrate PR Value


Wednesday, November 18, 2009
   8:00 A.M. – 10:00 A.M.
8:00-8:30 a.m.: Networking, registration and continental breakfast
8:30-10:00 a.m.: Program

U.S. Navy Memorial & Heritage Center
701 Pennsylvania Ave., NW
Washington, DC  20005
Metro: Navy Memorial/Archives (green/yellow lines)

Cost: $35 PRSA members and WWPR members/$55 non-members/$10 students/retirees
$10 surcharge at the door


EVENT SPONSORS

Kicking-off the program will be a short presentation on the initial findings of a long-term research project of the challenges and opportunities facing the non-profit and association PR professional, conducted by Larry Parnell, Associate Professor and Director of the GWU Masters in Strategic Public relations. The research includes surveys of association leadership and will  form the basis of new course offerings and a potential certificate program focused on the non-profit sector.

Today, many nonprofits and associations are facing slashed communication budgets or even layoffs that have forced public relations professionals to do more with less. PRSA-NCC’s panel of experts will discuss how communication professionals can show the value of their work to management and accomplish more with fewer resources.

Our panel experts will look at:

FEATURED DEVELOPMENT PRESENTATIONS:

Metrics that Make $ense in a Down Economy: In these tough economic times, it’s more important than ever for PR professionals to be able to demonstrate how they contribute to their organization’s bottom line. Jay Morris will consider the various ways to measure PR effectiveness and its impact on membership recruitment, retention, conference and meeting registrations, product sales and issues advocacy progress. Morris will focus on results-oriented metrics that align with an organization’s mission and budget versus simply measuring clippings or output quantity.

Speaker: Jay Morris
Senior Vice President, Communications
National Association of Federal Credit Unions

Social Me What?: Today, anything with the word “social” preceded by it is a buzzword for marketing and public relations professionals. Social networking tools are fast becoming an integral part of any effective communications campaign. But how much social is enough? Can social media outreach be efficient, cost-effective and successful when looking at communication objectives? Shonali Burke answers your questions about the popular social networking sites on the Internet and provides case studies on Web 2.0 applications that achieved communication goals, often on a small budget.

Speaker: Shonali Burke, ABC 
Principal, Shonali Burke Consulting

Cost-Effective Communication Tactics & Tips: This presentation will spotlight the less traditional tactics that can be effective when dealing with shrinking or minimal budgets. Partnerships, coalitions and congressional relationship development also can be a valuable way to combine efforts to get increased visibility for an organization’s priority issues. Scott Frank also explores ways you can engage volunteer members and local chapters to drive your organization’s message to your target audiences.
 
Speaker: Scott Frank
Director, Media Relations
American Institute of Architects

Slaying Sacred Cows — Creative Budgeting for Nonprofits: Changes in the economy have affected everyone’s spending habits. To keep up with today’s challenges, organizations need to ask themselves the hard questions, like: Are there programs, tools or tactics that could be eliminated or changed? Does my communications plan still meet the organization’s mission? Get an idea of how to answer those questions with insights from Julie Phillips-Turner about ways others in your position have leveraged their communication value on a smaller budget.

Speaker: Julie Phillips-Turner
Principal
Phillips Turner Communications

  For more information, contact the chapter office at 703.691.9212.

PRSA/NCC sponsors: