When you hear the word "diversity" what do you think of? People of color? Women? The disabled? Affirmative action or the plans you've seen and heard by various organizations to implement programs that "value diversity?"

PRSA is committed to diversity initiatives, as they represent a necessary response to a changing world and PRSA's place in it. Demographic change is occurring rapidly. Our society needs to reflect those changes, if, as PR professionals, we're to help the organizations we represent to communicate effectively to a broad array of audiences.

Our diversity committee co-chairs, Marcia Taylor and Misti Goodson, have come up with some great ideas to engage our members around diversity issues.

Watch for upcoming articles in News & Views that focus on diversity, and some stimulating conversations at upcoming meetings on this subject. Our co-chairs may also be reaching out to you as they form a Speaker's Bureau where practitioners can share insights with our PRSSA students through campus visits, video, web conferencing or other new media.

It's an exciting time to be engaged in public relations. I'm looking forward to being challenged about my notions of diversity. I hope you are, too.

Networking opportunities continue to bloom

Spring into action and join PRSA Hampton Roads members for a networking social on Wednesday, May 21, at Jillian's in Norfolk's Waterside. Enjoy networking with fellow PR professionals, lots of games and excitement! For a complete schedule of PRSA HR's Hap-PRSA Hours and reservation information, click

here.

In addition to PRSA HR's own HAP-PRSA Hours, we are pleased to offer even more social and networking opportunities with members of the local chapters of the Ad Club, the American Marketing Association and AIGA, the professional association for design.

Mark your calendars!

May 1 - Gordon Biersch, Virginia Beach Town Center

July 3 - The Deck, Portsmouth Waterfront

October 2 - Taphouse, Downtown Hampton

All events begin at 6 p.m.

Ethel the Ethics Evangelist:
Web 2.0 Opens a Whole New Environment for Ethical Pot Holes
By Gail Kent, ABC

If you think "astroturf" (the verb) refers to the stuff in football stadiums that never needs watering or mowing, you're not spending enough time surfing.

"Astroturfing" is a word referring to false PR or fake social media in the blogosphere. According to Wikipedia, it is "formal public relations campaigns in politics and advertising that seek to create the impression of being spontaneous, grassroots behavior, hence the reference to the artificial grass AstroTurf."

Some examples of this include using a screen name to make inappropriate message board posts about your organization, posting a biased article on Wikipedia about your organization, or compensating bloggers for company sites while giving the impression that the bloggers are reacting spontaneously.

Wal-Mart got lots of national publicity - but not the kind they wanted - when the company was "outed" for hiring two people to write a blog called Wal-Marting Across America. This folksy blog featured the travels of Laura and Jim, a couple on their first trip in an RV as they traveled across America from Las Vegas to Georgia, parking for free at Wal-Mart Store parking lots. In the first blog, Laura says, "We are not bloggers, but since our lives have always been more journey than destination we are explorers at heart. We figured we'd give it a go."

All of the Wal-Mart employees that Laura and Jim talked to just "loved" their jobs, and the two were all too happy to blog about all the happy people. The blog didn't ring true in view of the company's reputation for providing low wages and few benefits. A labor historian and college professor writing on an alternate blog challenged Laura and Jim to reveal themselves and their relationship to Wal-Mart.

When it was revealed that Wal-Mart had hired the couple and paid their expenses, the blogging stunt backfired into a major PR debacle - both online and off. And unlike with traditional media - once something is online - it lives forever.

There are many other examples of astroturfing gone bad, but the point is this: It is easier than ever - and possibly tempting - to hide the truth online, but it's just as unethical as if it were offline. And PRSA's Code of Ethics specifically prohibits it. The Code of Ethics also provides these examples of improper conduct:

� Front groups: A member implements "grass roots" campaigns or letter-writing campaigns to legislators on behalf of undisclosed interest groups;

� Lying by omission: A practitioner for a corporation knowingly fails to release financial information, giving a misleading impression of the corporation's performance.

� A member discovers inaccurate information disseminated via a Web site or media kit and does not correct the information.

� A member deceives the public by employing people to pose as volunteers to speak at public hearings and participate in "grassroots" campaigns.

When you are developing a campaign, follow these guidelines:

� Be honest and accurate in all communications;

� Act promptly to correct erroneous communications for which you are responsible;

� Investigate the truthfulness and accuracy of information released on behalf of those you represent;

� Reveal the sponsors for causes and interests represented;

� Disclose financial interest (such as stock ownership) in a client's organization;

� Avoid deceptive practices.

Until next month, remember what Ethel says - always do the RIGHT thing!

PR Marvels & Miscues

An excerpt from the blog of PRSA HR member David Rourk

Who Stepped Up

Please The Media: Many local newscasts have taken steps to improve their public image and to better connect with viewers. When a reporter calls your business to investigate a consumer complaint or to ask for help with a victim -- jump at the opportunity and please the media. The public relations will pay for itself tenfold.

WTKR-TV 3 in Hampton Roads recently ran, and reran, a story about a man and his bed-ridden mother who lost their home in a fire. The victim's positive attitude that he and his mother would be fine despite the tragedy made the story even more compelling.

As part of his story, the reporter called the nearby Golden Coral restaurant to ask if they'd be willing to provide some meals until the family was back on their feet. If Golden Coral said no, the reporter probably would have moved onto the next restaurant and asked the same question until he found someone who recognized a great public relations opportunity, or until he ran out of time.

Speed is the issue here. When the media is working on deadline (which is most of the time), there's no time for bureaucracy or a lengthy chain of command. The public relations plan has to already be in place and it needs to move like lighting when great opportunities arise.

Golden Coral did it right. As the reporter relayed their involvement in the story, the footage featured the Golden Coral sign and restaurant footage. Thousands of TV viewers were exposed to this story. I was one of them, and it made an impact. It was a very kind gesture to a family in need, and it made Golden Coral into a hero.

These unexpected marketing opportunities are rare and can have a big impact on your corporate image. When you can swoop into thousands of living rooms, and also play a role in making the reporter and the TV station look good -- do it.

If a reporter called you today with a similar request, would you be able to respond quickly enough to make the news?

Volunteers Needed

Marketing Committee Members Needed. The Tidewater Arts Outreach, is a local nonprofit, that brings music and arts to adult day programs, convalescent homes, hospitals, centers for individuals with disabilities, rehabilitation centers, family homeless shelters, and other homes, facilities and institutions.

The organization is seeking volunteers to serve as members on the marketing committee, which is a good group, but could use a little more brains and brawn! Meetings are held in downtown Norfolk usually during lunch and some members participate through conference calls.

For more information, contact Cindy Mackey.

PR/Communications Volunteers Needed. The Gosport Arts festival expects over 25,000 attendees this year to visit the juried art show, see over 130 artists, enjoy live entertainment, and participate in other festival activities.

As a volunteer committee member, we seek a bright group of local students to gain experience first hand in the public relations process. We need active local students who want to benefit first hand by taking action in local public relations success through their volunteer effort. The students we seek need to help see the festival's success both through managing themselves, and second working with the public to better understand local public relations with guidance. This is a wonderful resume building activity and a great way to actively gain knowledge and have a lot of fun at the same time!

Students should contact Jenny Goodman at 282-2442. Time frame runs from March 20-May 8, 2008: about 1-2 hours per week per volunteer [on their own time and attendance of three dedicated meetings].

Web bits

Check out http://www.vartv.com/ to keep up with what is going on with local and regional media.

Have a long URL and not much space to include it? Convert it instantly (and for free) to a smaller address by going to www.tinyurl.com.

Do you have a favorite PR-related site? Share it in an upcoming issue of News & Views. Contact Jennie Burge with the details.

Mother's Day: May 11, 2008

Here are some interesting facts compiled by the U.S. Census Bureau.

Did you know?

The driving force behind Mother's Day was Anna Jarvis, who organized observances in Grafton, W.Va., and Philadelphia on May 10, 1908. As the annual celebration became popular around the country, Jarvis asked members of Congress to set aside a day to honor mothers. She finally succeeded in 1914, when Congress designated the second Sunday in May as Mother's Day.

How Many Mothers?

82.8 million
Estimated number of mothers in the United States in 2004.
Source: Survey of Income and Program Participation unpublished tabulations

55%
Percentage of 15- to 44-year-olds who are mothers.
Source: Fertility of American Women <

http://www.census.gov/population/www/socdemo/fertility.html>

81%
Percentage of women 40 to 44 who are mothers. In 1976, 90 percent of women in that age group were mothers.
Source: Fertility of American Women <

http://www.census.gov/population/www/socdemo/fertility.html>

For the full report, click here.

News & Views in published monthly for members of the Hampton Roads Virginia Chapter of PRSA.

Feedback please! Your opinions are important. Please e-mail questions, comments, suggestions, story ideas or concerns about News & Views to

Jennie Burge.

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Listings for the job bank should be sent to Karen King, APR .

Changes in membership information should be made in the Chapter's online Membership Directory.