~ INVITATION ~
Presented by the GFW PRSA Education SIG
TELESEMINAR
What the CEO May Not Know About the Media (And What You Can Do About It)
Learn to Incorporate the CEO in Corporate Communications Strategy
WHEN: Wednesday, Nov. 12
TIME: 2-3 p.m.
DESCRIPTION:
Chief executive officers are losing the battle for how the public perceives them and the companies they lead. Beyond lost revenue, the failure to communicate and create a positive perception about a company’s mission and values can hurt its share price and create a welcome environment for activist shareholder groups, hedge funds and private equity firms to attempt to force out CEOs and shake up boards. Veteran business journalist and editor William J. Holstein draws on decades of working with chief executives and large corporations to explain how public relations counselors and their CEOs can enhance companies’ communications skills, strengthen ties to the press and manage those relationships effectively over the long term.
You will learn to:
* Use the CEO to capture relationships with journalists you might not otherwise be able to meet.
* Incorporate communications into corporate strategy from board members and the CEO on down
* Get on the offensive and shape the message to prevent the emergence of broad coalitions
* Embrace the explosion of blogs, search engines and social Web sites
INSTRUCTOR
William J. Holstein is an award-winning editor, author and journalist on subjects affecting CEOs and boards of directors, particularly innovation, competitiveness, governance and global business issues. He is the former editor-in-chief of Chief Executive and Directorship magazines, and is currently a columnist for The New York Times Sunday business section. He also writes for Barron's, Corporate Board Member, Dealmaker, and Strategy+Business. His “Armchair MBA” column appears biweekly on BusinessWeek.com.
WHERE: Fort Worth ISD Professional Development Center (PDC)
3150 McCart Avenue - ROOM 141
Fort Worth, Texas 76110
The PDC is located near the intersection of Berry and McCart about two blocks from TCU.
FOR WHOM: GFW PRSA Members and non-members are welcomed to attend.
PRICE: $5 members, $10 for non-members. Pay at the door. (Cash or check payable to "GFW PRSA.")
Complimentary soft drinks and cookies will be provided.
PLEASE RSVP to lauravanhoosier@gmail.com
Thursday, October 30, 2008
Monday, October 27, 2008
Report from PRSA National Assembly by GFW PRSA Assembly Delegate Susan Schoolfield, APR
A message from:
Susan Schoolfield, APR
Assembly Delegate
GFW PRSA Chapter
Dowden Custom Media
Susan.Schoolfield@dowdencustom.com
Thank you for this opportunity to serve as your assembly delegate while Heather Senter, APR, took a break to be with her growing family. It has been at least 10 years since I was an official delegate and during my participation in Detroit this weekend, I was reminded of the lasting vision of PRSA to unify, strengthen and advance the profession of public relations, and the important role that the Greater Fort Worth Chapter, and all chapters, play in achieving this vision.
Dan Kenney, APR, succinctly covered a good deal of assembly business conducted on Saturday earlier in the blog so I won’t repeat those areas, but will add my own observations of the day.
As Dan described, this year’s Assembly was different, and possibly the wave of the future for assemblies yet to come. The 300 assembly delegates were called on as a think tank to openly discuss industry issues and work on problem solving. To me one of the most significant outcomes from our table and much of the room is the need for each assembly delegate to serve not just in a short-term capacity as each individual prepares for and attends an international conference as a voting representative during the typical three-year stint, but performs every day as an ambassador between the chapter and the national organization.
News from the day:
First, I was proud to represent our chapter during the Assembly luncheon in accepting an Award of Honor, Chapter Diversity Award for the Greater Fort Worth Chapter, including a check for the chapter for $250. The Award was given to only three chapters nationwide. The Greater Fort Worth Chapter was chosen because it embodies and demonstrates key values in diversity as outlined by the PRSA mission statement and contributes to advancing diversity through best practices and case studies. We were also recognized as “Champions for PRSSA” for our ongoing support to area chapters and our scholarship program.
Many members may be aware that the national office has hired a web design firm, RDW out of Boston, and is working on the web site. Design work is due from the firm by the end of the year with 2009 being the year for construction. Stay tuned to National as to how this may alleviate the need and expense for individual local chapter sites or at least supplement existing chapter sites. Now’s your opportunity to view and comment on the site by going to Member Net on the PRSA website. You have until November 15. A number of other web developments from National, in addition to simplifying the look and usability of the site, include:
* A new feature called My PRSA that will be available to act as your individual source for important information to be pushed out to you;
* A couple of new blogs, including ComPRhension and a new leadership blog;
* A revamped job center;
* A new data collection procedure to help build support for individual members
Other announcements included:
* a health insurance program which will be available to interested members in February;
* More marketing and communications promoting the emotional aspect of joining PRSA;
* Ongoing exposure on Facebook, Linked In, Twitter and You Tube
Last, but certainly not least, our own Carolyn Bobo, APR, Fellow PRSA, was voted in as a national assembly delegate-at-large and will represent members who are not in chapter areas.
PRSA supports its members with a dedicated staff and volunteer board. Ongoing challenges continue to include promoting APR on a national basis to potential employers and members of the “C” team and keeping senior practitioners engaged.
Slides presented at conference will be available online on the PRSA site. If anyone is interested and has problems obtaining those, feel free to contact me.
Susan Schoolfield, APR
Dowden Custom Media
Susan.Schoolfield@dowdencustom.com
Susan Schoolfield, APR
Assembly Delegate
GFW PRSA Chapter
Dowden Custom Media
Susan.Schoolfield@dowdencustom.com
Thank you for this opportunity to serve as your assembly delegate while Heather Senter, APR, took a break to be with her growing family. It has been at least 10 years since I was an official delegate and during my participation in Detroit this weekend, I was reminded of the lasting vision of PRSA to unify, strengthen and advance the profession of public relations, and the important role that the Greater Fort Worth Chapter, and all chapters, play in achieving this vision.
Dan Kenney, APR, succinctly covered a good deal of assembly business conducted on Saturday earlier in the blog so I won’t repeat those areas, but will add my own observations of the day.
As Dan described, this year’s Assembly was different, and possibly the wave of the future for assemblies yet to come. The 300 assembly delegates were called on as a think tank to openly discuss industry issues and work on problem solving. To me one of the most significant outcomes from our table and much of the room is the need for each assembly delegate to serve not just in a short-term capacity as each individual prepares for and attends an international conference as a voting representative during the typical three-year stint, but performs every day as an ambassador between the chapter and the national organization.
News from the day:
First, I was proud to represent our chapter during the Assembly luncheon in accepting an Award of Honor, Chapter Diversity Award for the Greater Fort Worth Chapter, including a check for the chapter for $250. The Award was given to only three chapters nationwide. The Greater Fort Worth Chapter was chosen because it embodies and demonstrates key values in diversity as outlined by the PRSA mission statement and contributes to advancing diversity through best practices and case studies. We were also recognized as “Champions for PRSSA” for our ongoing support to area chapters and our scholarship program.
Many members may be aware that the national office has hired a web design firm, RDW out of Boston, and is working on the web site. Design work is due from the firm by the end of the year with 2009 being the year for construction. Stay tuned to National as to how this may alleviate the need and expense for individual local chapter sites or at least supplement existing chapter sites. Now’s your opportunity to view and comment on the site by going to Member Net on the PRSA website. You have until November 15. A number of other web developments from National, in addition to simplifying the look and usability of the site, include:
* A new feature called My PRSA that will be available to act as your individual source for important information to be pushed out to you;
* A couple of new blogs, including ComPRhension and a new leadership blog;
* A revamped job center;
* A new data collection procedure to help build support for individual members
Other announcements included:
* a health insurance program which will be available to interested members in February;
* More marketing and communications promoting the emotional aspect of joining PRSA;
* Ongoing exposure on Facebook, Linked In, Twitter and You Tube
Last, but certainly not least, our own Carolyn Bobo, APR, Fellow PRSA, was voted in as a national assembly delegate-at-large and will represent members who are not in chapter areas.
PRSA supports its members with a dedicated staff and volunteer board. Ongoing challenges continue to include promoting APR on a national basis to potential employers and members of the “C” team and keeping senior practitioners engaged.
Slides presented at conference will be available online on the PRSA site. If anyone is interested and has problems obtaining those, feel free to contact me.
Susan Schoolfield, APR
Dowden Custom Media
Susan.Schoolfield@dowdencustom.com
Nov. 17th event for New Professionals and Master's SIG members
MAKE PLANS TO ATTEND THIS!
Mastering PR: What new PR practitioners and seasoned professionals can learn from each other
Monday, November 17
5:30 p.m. to 7:00 p.m.
Scampi's Mediterranean Cafe
1507 W. Magnolia Ave.
Fort Worth, TX
Appetizers will be served. A firm RSVP is requested so
we can plan accordingly. You will have a very special opportunity
to dialogue and exchange information with many of the PR
thought leaders in Tarrant County.
R.S.V.P. to Sarah McClellan-Brandt at smbrandt@safehaventc.org or 817-480-5041.
Mastering PR: What new PR practitioners and seasoned professionals can learn from each other
Monday, November 17
5:30 p.m. to 7:00 p.m.
Scampi's Mediterranean Cafe
1507 W. Magnolia Ave.
Fort Worth, TX
Appetizers will be served. A firm RSVP is requested so
we can plan accordingly. You will have a very special opportunity
to dialogue and exchange information with many of the PR
thought leaders in Tarrant County.
R.S.V.P. to Sarah McClellan-Brandt at smbrandt@safehaventc.org or 817-480-5041.
Sunday, October 26, 2008
Report from PRSA National Assembly from Assembly Delegate Dan Keeney, APR
The 2008 PRSA Assembly Meeting adjourned promptly at 5 p.m. on Saturday, October 25th. That’s the bad news, in my opinion. Delegates seemingly more intent on making it to cocktail hour than serving the needs of the membership voted down a request to extend the meeting even though there were a number of additional important issues that ended up on the agenda scrap heap. I’ll come back to that in a moment.
Earlier, Assembly Delegates were outraged that minutes of last year’s meeting were delivered just three days prior to this year’s session and that financials were not made available until the day prior to the meeting. This made it almost impossible for Delegates to inform their local Chapter boards and seek the guidance of local Chapter leaders. The only motion from the floor during the session was to require the delivery of minutes at least three weeks in advance and financials at least two weeks in advance. The motion passed 85 percent of the vote. The board promised to make a draft of the minutes available for comment within 30 days of the meeting.
The good news is that this year’s Assembly Meeting took on a more open posture than in the past. Although still too cluttered with unnecessarily long reports and sparse on substantive discussion of member wants and needs, it is clear that the board and staff of PRSA are making progress in terms of member-focused process and policies.
Here are some of the issues addressed:
- The Assembly Delegates voted to loosen requirements on who can serve as an international delegate at large, removing the APR requirement. They had been challenged to identify qualified delegates.
- The Assembly Delegates also voted to dissolve the Oakland Chapter, which has not had a meeting in over a year. The San Francisco Chapter has stepped forward to accept the members who were formerly in the Oakland Chapter.
- The Society’s financials were presented, showing total current assets as of September 30 of $5.9 million, up from $5.3 million at the start of 2008. The organization’s total income in the first three quarters of the year was $8.9 million, up from $8.6 million in the same period last year. Expenses during the period totaled $8.3 million, which was up from about $8 million in the same period last year. Net income was $680,000, slightly higher than the same period last year.
- PRSA Foundation reported that it has $170,000 in unrestricted funds.
- PRSA membership has grown to 22,000. That’s up about 4,000 since 2003. PRSSA membership will exceed 10,000 by the end of 2008.
- The Assembly Delegates voted to keep the current dues unchanged. The last dues increase was in 2002. There are noises being made that there may need to be an increase in dues next year, which I think would be very unfortunate and would out of touch with what is going on “on the ground” in the lives and careers of the members. Due to the economic uncertainty, the national organization and the board should be taking action now to reduce expenses, make sure services are aligned with the needs of members and ancillary services are reduced. It’s not realistic to think that PRSA will somehow be insulated from the economic trauma that is happening through virtually every sector, so we need to act now to prevent budget problems that are sure to surface later.
- A comprehensive survey of members has been completed, finding that PRSA has some work to do to improve member satisfaction. Interestingly, even though member satisfaction is lagging, members are very likely to say they will renew and recommend the organization to peers. The analysts explained that many members consider PRSA the only game in town, suggesting they feel captive. On the flip side, that leaves the organization open to emerging competitors. Another reason that the organization should be concerned as we move into a period of employment contraction is that about one out of four members say they would not renew their membership if they had to pay for it themselves.
- National PRSA will be conducting another survey to examine opinions and perceptions at the Chapter level in the months to come in hopes of identifying and deploying best practices.
Assembly Delegates also heard about the progress toward refreshing the PRSA Bylaws. The gathering broke into dozens of small groups to discuss the attributes of the ideal PRSA governance system, the ideal board and the most productive assembly. Comments focused primarily on greater openness and transparency, along with increased flexibility. The current Bylaws focus on how the organization operates rather than serving to support the organization’s mission. That seems to be the focus of the initiative to rebuild the Bylaws from the ground up. Instead of focusing on the minutia of process and structure, the Bylaws should serve as a foundation document that enables the organization to be fluid and quickly evolve and adapt to capitalize on opportunities and deal with emerging threats.
Later in the day we broke into groups to discuss various approaches to dealing with poor PR practices that have cast a shadow on our profession. Five options were presented and discussed, including putting sanctions back into the Code of Ethics, pursuing licensure of PR, pursuing certification of PR, developing a set “practice standards” to encourage best practices, or maintaining the status quo. The Puerto Rico Chapter reported that they have instituted licensure of the practice of PR in Puerto Rico. As groups reported the outcomes of their discussions, it was clear that they felt that instead of considering new licensing or certification that more should be done to promote accreditation. I personally also liked the suggestion of having a Better Business Bureau-style complaint/resolution database available on the PRSA Web site, which would enable clients and companies to look at whether a PR provider has any unresolved complaints. This would encourage best practices and remove the threat of lawsuits, which is why sanctions were removed from the Code of Ethics.
Repeatedly through these breakouts and the discussions that followed, we heard a resounding call repeated: PRSA must do more to build understanding of, support for and appreciation of accreditation. HR leaders should understand the APR and make it part of their hiring assessment. Client organizations should demand that their accounts be managed by accredited PR professionals. And on and on.
That’s why it was so disappointing that the Assembly Delegates voted down the motion to extend the meeting – doing so meant that we did not get to hear the report from the Universal Accreditation Board regarding progress being made in marketing the APR.
Dan Keeney, APR
DPK Public Relations
214-432-7556 (DFW Area)
832-467-2904 (Houston)
www.dpkpr.com
Twitter: dpkpr
Earlier, Assembly Delegates were outraged that minutes of last year’s meeting were delivered just three days prior to this year’s session and that financials were not made available until the day prior to the meeting. This made it almost impossible for Delegates to inform their local Chapter boards and seek the guidance of local Chapter leaders. The only motion from the floor during the session was to require the delivery of minutes at least three weeks in advance and financials at least two weeks in advance. The motion passed 85 percent of the vote. The board promised to make a draft of the minutes available for comment within 30 days of the meeting.
The good news is that this year’s Assembly Meeting took on a more open posture than in the past. Although still too cluttered with unnecessarily long reports and sparse on substantive discussion of member wants and needs, it is clear that the board and staff of PRSA are making progress in terms of member-focused process and policies.
Here are some of the issues addressed:
- The Assembly Delegates voted to loosen requirements on who can serve as an international delegate at large, removing the APR requirement. They had been challenged to identify qualified delegates.
- The Assembly Delegates also voted to dissolve the Oakland Chapter, which has not had a meeting in over a year. The San Francisco Chapter has stepped forward to accept the members who were formerly in the Oakland Chapter.
- The Society’s financials were presented, showing total current assets as of September 30 of $5.9 million, up from $5.3 million at the start of 2008. The organization’s total income in the first three quarters of the year was $8.9 million, up from $8.6 million in the same period last year. Expenses during the period totaled $8.3 million, which was up from about $8 million in the same period last year. Net income was $680,000, slightly higher than the same period last year.
- PRSA Foundation reported that it has $170,000 in unrestricted funds.
- PRSA membership has grown to 22,000. That’s up about 4,000 since 2003. PRSSA membership will exceed 10,000 by the end of 2008.
- The Assembly Delegates voted to keep the current dues unchanged. The last dues increase was in 2002. There are noises being made that there may need to be an increase in dues next year, which I think would be very unfortunate and would out of touch with what is going on “on the ground” in the lives and careers of the members. Due to the economic uncertainty, the national organization and the board should be taking action now to reduce expenses, make sure services are aligned with the needs of members and ancillary services are reduced. It’s not realistic to think that PRSA will somehow be insulated from the economic trauma that is happening through virtually every sector, so we need to act now to prevent budget problems that are sure to surface later.
- A comprehensive survey of members has been completed, finding that PRSA has some work to do to improve member satisfaction. Interestingly, even though member satisfaction is lagging, members are very likely to say they will renew and recommend the organization to peers. The analysts explained that many members consider PRSA the only game in town, suggesting they feel captive. On the flip side, that leaves the organization open to emerging competitors. Another reason that the organization should be concerned as we move into a period of employment contraction is that about one out of four members say they would not renew their membership if they had to pay for it themselves.
- National PRSA will be conducting another survey to examine opinions and perceptions at the Chapter level in the months to come in hopes of identifying and deploying best practices.
Assembly Delegates also heard about the progress toward refreshing the PRSA Bylaws. The gathering broke into dozens of small groups to discuss the attributes of the ideal PRSA governance system, the ideal board and the most productive assembly. Comments focused primarily on greater openness and transparency, along with increased flexibility. The current Bylaws focus on how the organization operates rather than serving to support the organization’s mission. That seems to be the focus of the initiative to rebuild the Bylaws from the ground up. Instead of focusing on the minutia of process and structure, the Bylaws should serve as a foundation document that enables the organization to be fluid and quickly evolve and adapt to capitalize on opportunities and deal with emerging threats.
Later in the day we broke into groups to discuss various approaches to dealing with poor PR practices that have cast a shadow on our profession. Five options were presented and discussed, including putting sanctions back into the Code of Ethics, pursuing licensure of PR, pursuing certification of PR, developing a set “practice standards” to encourage best practices, or maintaining the status quo. The Puerto Rico Chapter reported that they have instituted licensure of the practice of PR in Puerto Rico. As groups reported the outcomes of their discussions, it was clear that they felt that instead of considering new licensing or certification that more should be done to promote accreditation. I personally also liked the suggestion of having a Better Business Bureau-style complaint/resolution database available on the PRSA Web site, which would enable clients and companies to look at whether a PR provider has any unresolved complaints. This would encourage best practices and remove the threat of lawsuits, which is why sanctions were removed from the Code of Ethics.
Repeatedly through these breakouts and the discussions that followed, we heard a resounding call repeated: PRSA must do more to build understanding of, support for and appreciation of accreditation. HR leaders should understand the APR and make it part of their hiring assessment. Client organizations should demand that their accounts be managed by accredited PR professionals. And on and on.
That’s why it was so disappointing that the Assembly Delegates voted down the motion to extend the meeting – doing so meant that we did not get to hear the report from the Universal Accreditation Board regarding progress being made in marketing the APR.
Dan Keeney, APR
DPK Public Relations
214-432-7556 (DFW Area)
832-467-2904 (Houston)
www.dpkpr.com
Twitter: dpkpr
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