Ft. Worth PRSA member receives promotion at TCU

Congratulations to Tracy Syler-Jones has been promoted to Vice Chancellor for Marketing Communication at TCU, Chancellor Victor Boschini  announced in an internal e-mail to faculty and staff July 27th. Tracy succeeds Mr. Larry Lauer who is now the Vice Chancellor for Governmental Affairs for TCU. Mr. Lauer will be based in Washington, D.C.

Until her assumption of this new position, Tracy was the Associate Vice Chancellor for Marketing Communication and Executive Director of Operations in the Office of Communication. She is the first African-American to be named to the post.

Three reasons why PR is no longer the whipping boy

This is cross-posted from The Saltlick blog.

From marketers to journalists to mom bloggers, PR has traditionally been the favorite scapegoat of those in other areas of the communication field. Commonly referred to as purveyors of the “dark side” of communications, public relations professionals have dealt with a tainted label far too long. But that label is a non sequitur now, and here’s why:

1. The economy is a great leveler. Hoards of journalists have exited their profession – and at least some of them have entered public relations, a field they once castigated. I’ve watched this trend with interest and predict that more seasoned journalists will come to view public relations professionals with a lot more respect.

2. Digital deadlines and a “news now” mindset necessitate an alliance. News journalists simply have more to do with fewer resources. Today’s journalist must view PR professionals as a service-oriented commodity, necessary due to digital news timeframes. Newer journalists will welcome strong PR relationships.

3. The mommy blogger PR Blackout yielded backlash. Even Trisha, owner of MomDot.com, admits that she ill chose the name of a one-week campaign whose intent she *claims* was to encourage mom bloggers to get back to the basics of parent blogging. The ensuing conversation split the parent blogging community, yielded poor participation (latest estimates were 20 committed to participating) and had journalists like Cnet’s Caroline McCarthy declaring that “Working with the public relations industry is core to any journalist's (and now blogger's) job, as is the use of press releases and in some cases review products.” It’s a sure sign that whipping up on PR is passé and not to be done.

I also think that PR is naturally embracing strategic relationship management and expectations from an increasingly complex array of stakeholders and publics in a way that marketers and advertisers cannot in Web 2.0. Stakeholder demand for authenticity is placing PR professionals in the leadership role to define corporate values and to sustain interactive relationship building. The result is that the PR profession is building trust with more constituencies than ever before.

Taken together, these markers signal – to me, at least – a new era in PR, one that shows the value of the profession.

The How (Not) Guide to PR

This post is cross-posted on the LAF Blog here.

I blog a lot about PR tools, how social media affects PR and what we can do to be better PR professionals. However, what about those that are entering the PR field and wondering what tools they do need?

What about the tools they DON'T need? Let's face it, not everyone is a rockstar PR professional, nor are they ever going to be. Many times, hard work and dedication will get you far in this field. If you don't have the foundation, however, you won't make it. Below are three points that won't add to the next great PR pro:

1. I want to dress up, meet celebrities and like, host parties

The public relations field is viewed as a glamorous all night party on many TV programs. With how my TV kids watch nowadays, it's no wonder that many enter their college public relations programs thinking that's what it is. Wrong. Public Relations does not equal solely publicity. Yes, you might plan events. You will be the one running around, making sure all of the details are seen to, dealing with any crisis and making sure that everyone is happy.


2. I have to write and research?

Yes. Two strengths I always tell PR students is that they must be able to write and research well. Most of my days are spent writing, researching and executing media relations. PR is all about getting the word out - and you have to know the market and your audience before proceeding.


3. "I'm a people person."

Good for you - so is everyone else. Your personality can get you far in this field - but it's through pitching, promoting a brand and landing media hits that will get you even farther. Many times, being extremely personable can come off as flirty and non-professional. There is a line - and you have to work for a brand that fits your personality.

So, what would you add?

*Photo copyright of HBO and Sex and the City.

Bylaws Rewrite to be a Focus of PRSA’s 2009 Assembly

By Dan Keeney, APR
PRSA Assembly Delegate for Greater Fort Worth Chapter of PRSA

One of the most important organizational initiatives that PRSA is undertaking in 2009 is updating the national organization's bylaws. The initiative is intended to keep up with modern governance theories and current best practices in association management.

Amazingly, PRSA’s bylaws have not been thoroughly revised since they were first ratified more than 60 years ago. Broad and meaningful bylaws changes will help the Society continue to grow, prosper, and serve as a leading voice in the public relations industry.

PRSA established a Bylaws Task Force in 2007 to determine the changes needed. The task force felt that governance changes in three main areas of the bylaws — membership, governance, and leadership — could further strengthen the Society for the future.

MEMBERSHIP: The task force recommended that the bylaws be updated to extend membership opportunities to professionals with a broader range of knowledge, experiences and job responsibilities. This reflects the changes in what many communications professionals do. The change will increase the diversity of thought across the organization.

GOVERNANCE: The task force recommended that we open the election of the national board to all members. The National Assembly would become the “Leadership Assembly,” a body of leaders advising the PRSA Board of Directors on issues pertaining to the profession. The task force envisions a group that communicates regularly, votes electronically and helps shape PRSA’s advocacy agenda. Under the task force’s recommendations, the composition of the Leadership Assembly would remain the same as the present Assembly, with the addition of Delegates representing National committees and task forces.

LEADERSHIP: The PRSA Bylaws Task Force has recommended expanding the requirements for, and eliminating certain barriers to, board service to open board service to a broader range of individuals with diverse backgrounds. Under the new requirements, any PRSA member in good standing who is Accredited in Public Relations (APR) and/or a Chapter, District, Section or Committee leader, and/or has more than 20 years of public relations experience with increasing levels of responsibility, would be eligible to run for the board. Additionally, all board members would be elected at-large meaning that directors would no longer be elected from the specific area of the country in which they live and work. Directors would be allowed to serve up to two, two-year elected terms, which may be served consecutively or non-consecutively. Directors would still be entitled to seek additional terms as an officer.

Subject to input from PRSA members, the plans is to incorporate changes in these areas into a new bylaws document to be voted on by the Assembly at PRSA’s International Conference in San Diego in November 2009.

Member questions may be sent at any time to governance@prsa.org.

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Hack and Flack: Still Adversarial

Image via Wikipedia

From Andra Bennett, APR - Chapter President

My journalist husband and I have considered starting a blog called Hack and Flack, taking off on NPR’s Click and Clack but more like Mary Matalin and James Carville. Remember TV’s “Odd Couple” intro: “Can two divorced men {hack and flack} share an apartment without driving each other crazy?” Neil Hefti music up now.

Those sentiments were all in play at last week’s GFW PRSA luncheon when four publishers/editors of local weeklies [Lucie Allen, publisher/editor of the Spanish-language Panorama News; Lee Newquist, publisher of the Fort Worth Weekly; Blake Ovard, managing editor of The Star Group Newspapers, and Kay Pirtle, editor of the Wedgwood News] and an ex-ombuddy were corralled in a room of PR practitioners.

The weeklies were invited because Greater Fort Worth PRSA members wanted to hear how they were doing financially and how we could work together on news stories.

Oscar, meet Felix.

During the Q&A, Lee Newquist, publisher of Fort Worth Weekly, was asked how PR practitioners could be of the most value to the weeklies. As part of a longer response, Newquist answered, “PR companies, at least on the journalism side of what we do, are problematic because they’re in between (us and) the person with the real answer. I don’t want to talk to a PR person whose sole role in their career is to spin it and make it sound good." There was nervous laughter from the audience, and several Tweets.

Blake Ovard, managing editor of The Star Group weeklies, echoed: “All of the cities have a PIO, and their job is to keep you from getting the story, so they don’t understand why I don’t want to talk to them. They say, ‘Well, I have all your information.’”

At this point, neck hairs began to bristle. Marc Flake, Tarrant County PIO, took umbrage with those statements and stepped forward. He related how he had facilitated the Weekly’s requests for a recent cover story by Peter Gorman that examined issues related to the medical examiner’s office.

“I was very helpful with Mr. Gorman,” Flake said, “and told him who he needed to talk to, gave him background, gave him all the documents (and) contract information he needed. I don’t stay between you guys (and county sources). I help you get the information you need.”

Spontaneous applause erupted from PR crowd.

I found the exchange refreshingly candid -- and disturbingly enlightening. It brought home to me that the adversarial relationship between hacks and flacks is still alive and well.

Some may dismiss weeklies (and indeed all newspapers now) as non-influencers or think their constituents don’t read those papers, so who cares what they think? But with the market share of dailies falling and weeklies currently increasing, we need to have this honest dialogue to bridge the gap of misperceptions.

Maybe the panelists didn’t realize they were in a room with cream of the crop PRSA practitioners, who hold to a PRSA Code of Ethics,which state in part:

HONESTY - We adhere to the highest standards of accuracy and truth in advancing the interests ofthose we represent and in communicating with the public.

LOYALTY- We are faithful to those we represent, while honoring our obligation to serve the public interest.

FAIRNESS- We deal fairly with clients, employers, competitors, peers, vendors, the media, and thegeneral public. We respect all opinions and support the right of free expression.

PR practitioners are obligated to our organizations / clients and their stakeholders as well as to the public interest. Journalists are obligated to the public’s right to know, their readers and advertisers. (Yes, advertisers were mentioned several times by the panelists as being quite an important audience.)

Here’s the rub: being honest and ethical doesn’t always translate (in the private sector, anyway) to being as “open” as some of us would like. This is due to a number of reasons, including proprietary information, SEC regs, security concerns and political sensitivities.

As PR practitioners, we have to weigh the benefit vs. risk of responding to certain media inquiries. Brave responders will answer even a hostile reporter in order to provide balance. But cautious ones will favor silence if media objectivity is questionable and they are mischaracterized or taken out of context repeatedly.

In our changing media landscape and diminishing dailies’ prowess, it would behoove PR practitioners to eschew derogatory terms for alternative or community weeklies (punk rags, podunk papers) and appreciate their financial strength and scope of influence among many constituencies.

By the same token, journalists should re-examine their broad-brush generalizations about PR practitioners as spinners and blockers. In light of shrinking news staff and resources, ethical PR pros provide information, assistance and access to high-level sources that will only become more critical for journalists who want to report the truth.

Read about the financial status of the dailies and the hack’s take on it here.

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INVITATION ~ June 24th Celebration Honoring Dr. Doug Newsom

You're Invited!

Let's mix and mingle, celebrate the arrival of summer and toast one of the profession's finest individuals!

Please make plans to join GFW PRSA members and others for a Retirement Celebration Honoring
Doug Newsom, Ph.D, APR, Fellow PRSA.

WHEN: Wednesday, June 24, 2009
5:30 to 7:30 p.m.

WHERE: Joe T. Garcia's
Fort Worth, Texas

PRICING:*
$10 reception only
$18 enchilada dinner (includes reception)
$22 fajita dinner (includes reception)
*each price above includes a complimentary beer, wine or margarita and/or tea or soft drink, and chips and salsa.

When you RSVP, please specify your choice.

Event hosted by: GFW PRSA President's Council and Board of Directors



JUNE 24th SCHEDULE:

Event Celebration
5:30 to 7:30 p.m.

Reception and "mixing and mingling"
5:30 to 6:15 p.m.

During the reception, several of the Chapter's Past Presidents will toast Dr. Newsom.

Dinner ~ We'll be seated for dinner around 6:20 p.m.


* When you arrive to Joe T's, please ask for "PRSA" and you'll be directed back to our private area. You can pay as you enter the PRSA event. (Cash or check payable to "Joe T. Garcia's." There is typically a working ATM in the restaurant. FYI)


RSVP & questions:
lauravanhoosier@msn.com
817-703-8432


Thank you!