| The monthly newsletter for the Hampton Roads Virginia Chapter of PRSA |
May 2009 |
April Meeting Recap
The Changing Landscape of Hampton Roads Media
During the April Chapter luncheon, Carol Lichti, editor of Inside Business; Kathy Hostetter, news director of WAVY Channel 10; and Denis Finley, editor of the Virginian-Pilot provided insight and perspective on the "Changing Landscape of Hampton Roads Media."
The media panel was moderated by former local television news reporter Dale Gauding who now works as a Communications Team Leader with Sentara Healthcare.
Nearly 70 members and guests attended the luncheon to hear from three of the region's top media leaders and address their concerns about the media's impact on public opinion, government credibility, and how public relations and the media can work together. (Photo by Jennifer Cauldwell, PRSAHR) |
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February Meeting Recap
Effectively Reaching the Hispanic Market With PR and A Total Marketing Plan
It's Not Magic...It's Good, Honest Planning!
The focus of the February meeting was diversity, and effectively targeting the Hispanic community with a total communications initiative. Our featured speakers were Martee Pierson, Director of Diversity Marketing for Liberty Tax Service and Eva May, Founder and President of Espaņol Marketing & Communications, Inc., a national Hispanic advertising and promotions agency based in Cary, NC.
Diversity marketing initiatives have opened the door for many opportunities to really make an impact on your selected target market. Unfortunately, it has also opened the door to corporations who want to use the concept of an "initiative" to mask an advertising or marketing campaign. There is a great difference between a "campaign" and an "initiative", and both are extremely viable and successful approaches to making an impact on your bottom line.
Our speakers covered the importance of outreach and community events as part of an initiatives, and common mistakes in reaching the Hispanic community through communications and public relations. In today's overly messaged environment, corporations have a responsibility to create real programs that actually mean something to their target markets, expecially ones with cultural and language barriers. |
From the President
by Harry Kenyon, APR
 Changing Media and what it means to
Public Relations
At the recent Chapter Media Panel, someone mentioned to me that the practice of public relations is changing and it's a whole new landscape. Sure, the landscape is changing, but I think that some of the main elements of good PR have remained consistent. At the heart of a successful public relations program is the ability to create and maintain relationships.
It isn't so much about changing landscapes as it is about broadened horizons and the global communities that exist with mass communications and the Internet. That's the great appeal behind the evolution of some of the online services. Our ability to join groups, share thoughts, receive information and create relationships online has exploded. And as some of us are Twittering, blogging, collecting friends on Facebook, and getting Linked-In, in essence we are doing what humans have been doing since creation-creating a community and developing relationships.
In 1943, Abraham Maslow published his Theory of Human Motivation in which he identified the needs-based framework of human behavior. First and most basic is our need for the Physiological (food, water, air, sleep etc.), next is Security (shelter, health, employment, etc.), then Relationships (love, friendship and belonging), followed by Esteem (achievement and respect) and Self-Actualization (morality and creativity).
That's right, according to Maslow, our needs to maintain a sense of belonging and be part of a community is key to our survival. So there should be no surprise when we look on with amazement on the way the Internet has satisfied that basic human need.
Our challenge in public relations is learning how to harness the extraordinary power of mass communications on such a global level and bring it home where it is relevant and valuable to our target audiences. In years past, our horizons could be easily defined, now however, with a few mouse clicks we can be transported anywhere to most anyone on the planet.
And along with that global outreach comes an endless number of communities to explore and join. Not only is that a challenge for PR professionals but also for mainstream traditional media as they learn how to compete on a global scale.
Still, people are always interested in what goes on in their own back yards and it's our job to reach out and reel them in to create and maintain lasting and trusting relationships in our region, in our businesses and in our markets.
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National News - PRSA launches hardship program
PRSA members who are unemployed, who have been members for five or more years and are currently up for renewal are eligible to apply for a one-time hardship credit of $110 when renewing their National dues.
Members wishing to take advantage of the hardship plan should notify a Member Services representative at membership@prsa.org or (212) 460-1400. Member Services will send the member a short application which states the terms of the plan, asks the member to indicate whether they are unemployed or temporarily disabled, and asks them to sign it.
Members may pay the adjusted dues by mail, fax or phone. They cannot renew online if they are opting for the hardship plan. The member's renewal will be processed once the application and the renewal have been received at PRSA National.
In response to this program, PRSA Hampton Roads Chapter will offer hardship dues for $50 rather than the regular $75.
For more information, click here. |
We want you!
Do you have any PR insight, a great campaign, or career news to share in News & Views? If so, we want to hear from you! Contact Jennie Burge
for information and deadlines.
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Do You Have Two or Less Years' Experience? Join PRSA during April 2009 and receive a free one-year New Professionals Section membership with your paid PRSA National membership*. *Associate Member dues for PRSA National:
One year or less in public relations -- $115
One to two years in public relations -- $155
PRSSA graduate (or graduating within five months) -- $60
Full-time graduate student -- $60
With PRSA you can:
Extend your network while increasing your knowledge.
Stay on top of emerging trends and industry news.
Find answers to your most pressing public relations questions.
Accelerate your career.
Keep learning.
Benefit from additional Members-Only offers.
Get more member benefit details.
Join Online Now! Be sure to mention promotion code APR2009 on your application to receive this valuable offer! Restrictions apply.
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Member Perspective
Bank on it: A real world lesson in image repair during a recession
By Kevin J. Gaydosh, APR
A recent e-newsletter brief from MediaPost's Media Research Center was headlined, "PR Outranks Advertising in Improving Consumer Confidence in Banks." [Original source is from a Neilson News blog post from Nielsen IAG.]
While we in PRSA are always happy to hear about the discipline getting its due respect, the article is an important "teachable moment" for most enterprises (more than just banks) about marketing during a recession.
Indeed the article speaks well for BOTH Advertising and
PR, finding that consumers who see their financial institutions
putting out Advertising felt "very confident (55%)" about
the firms, and that the leading factor in boosting their
confidence "... in the safety and soundness of their financial
institution, ... (was) reading positive stories in the
press about that institution (44%)."
The PR finding isn't really "news" (excuse the pun) to those of us in the PR biz. This article reported data consistent with similar studies done about the profession over the years for many different industries, various concerns and even political candidates. People tend to believe PR more than Ads because of the intrinsic "third party endorsement" that news editorial is perceived to carry - that's why press coverage is so coveted.
Being coveted and being valued are not necessarily interchangeable
when it comes to valuing Public Relations. In the business
sense, PR's problems reside not its perceived value, but
quantifying that value. At the risk of being brutishly
simplistic, the C-Suite considers PR to be: A) hard to
measure, B) predominantly out of our control, and C) impossible
to guarantee. [This is true for simple news coverage/publicity,
as well as nuanced activities such as community relations
or environmental stewardship.] Hence, putting a
price tag on it in dollars and cents is seen as a squishy
science.
PR-generated reputation, in a sense, is very much like insurance. Business leaders know innately and intellectually that such a expenditure makes good sense and is a worthwhile investment, but then many other distractions demand more immediate attention and/or are emotionally more tantalizing to address. Then: BOOM! Comes the day -- like today -- when you need "it" (insurance or a good "Rep") but don't have "it." Next come the attempts to "get some good PR" quick and on the cheap, followed by the inevitable regrets and second-guessing "if we had only...."
Which brings us back to today's business climate. The Nielsen report is demonstrative of the over-arching "don't-make-the-mistake-of-cutting-marketing-during-a-Recession" argument.
As this story shows, when you are out-of-sight, whether it be Advertising or PR, you soon become out-of-mind.
And worse, less trustworthy. |
PRSA HR is on LinkedIn and you should be too
by Michelle Rogerson, APR
 When the economy gets tough, the tough get networking! If you are not yet on LinkedIn, an online social network for professionals, you are missing out on a lot of opportunity to network with your peers.
What's so great about LinkedIn? Well, I'll just share with you some of my personal experience with the site. Just by keeping an updated profile on LinkedIn and connecting with my friends, I've been presented several great job opportunities (and I'm not even marketing myself for employment). I've also been able to reconnect with people I've worked with at previous jobs, people I would have otherwise lost touch with. That definitely comes in handy if you need a reference. And I can't tell you how many times I've had a question on the job and received a helpful answer by searching the Q&A forum on LinkedIn (e.g., Can you recommend a good wiki service provider?).
The best reason of all to join Linked in: PRSA Hampton Roads has its own members-only networking group on the site. This allows us to continue networking in between events and luncheons. We even have a discussion board if there are topics you would like to talk about. It also means you know others who are on LinkedIn and can start making connections immediately once you set up a profile.
To set up a profile on LinkedIn (it's free), visit www.LinkedIn.com. Once you have joined LinkedIn, be sure to request to join our group "PRSA Hampton Roads Virginia Chapter" and let's start a conversation. |
Richmond Chapter Hosts "War in the Boardroom"
Laura Ries will appear at the Richmond PRSA chapter on May 27 to talk about her new book, War in the Boardroom: Why Left-Brain Management and Right-Brain Marketers Don't See Eye-to-Eye - And What to Do About It. If you have ever felt like management at your organization doesn't quite understand what you're saying, you are not alone. Ries, who co-authored War in the Boardroom with her father, Al Ries, will talk about the differences between left-brain thinkers (a.k.a. management) and right-brain thinkers (a.k.a. PR/marketing professionals)...and how to better understand each other. More info. |
Johnson Elected New NSU PRSSA President
After National Assembly Participation in New Orleans
 Kweneshia Johnson's narrow election victory on April 8 suggests the excitement building around the 2009-2010 PRSSA leadership agenda at Norfolk State University.
Johnson, a junior from Hampton, also represented the Spartan Chapter at the PRSSA National Assembly in New Orleans from March 26-29, 2009.
"It was an awesome experience. I had the chance to meet PRSSA members from around the world. I also had the opportunity to speak with PRSSA National President, Brandy Boatner about the expansion of the NSU chapter. It was an honor to take part in the PRSSA National Assembly and to represent my chapter and university," said Johnson.
As president, Johnson's goals for the Spartan Chapter include: leadership and public relations skill development, career planning, and networking.
During the Assembly, delegates elected the 2009-2010 national executive board members and attended seminars focusing on professionalism, social media, transitional stages, and leadership.
"The current national executive board gave us beneficial information about scholarships, internships, and ways to build our chapter," said Johnson.
Brooks Named "PRSSA Student of the Year" by NSU Spartan Chapter
 Crinesha Brooks was named the Norfolk State University "PRSSA Student of the Year" at the Mass Communications and Journalism Department's Annual Awards Banquet on April 2.
Brooks was honored "For Advancing the NSU Spartan Chapter through Exemplary Scholarship and Professional Development." The senior from Franklin, Virginia, has a 3.7 grade point average and is currently enrolled in the "Spring in New York" study abroad program sponsored by New York University.
She is also interning with Pierre Rougier's firm PR Consulting, an agency specializing in fashion in New York City.
"My internship involves competitive research, writing press releases, organizing press books and PowerPoint presentations, and client campaign support. I noticed that soon after I started the internship they stopped double checking my work," said Brooks. "The agency respects my work and they don't want me to leave."
In addition to pursuing her studies and internship, Crinesha Brooks also volunteers at Project Feed in New York City, an organization aiding the homeless and hungry.
"I had to adjust to the 21 hours, a heavy course load, in addition to learning my way around the city and juggling my internship. Not having anyone to talk to or consult with motivated me to become more independent and to do things on my own," said Brooks who is studying "Media in Public Life" at NYU.
Crinesha Brooks was elected treasurer of the NSU PRSSA chapter for the fall semester and will graduate in December 2009. |
April 2009 Treasurer's Report
Jessica Kraft, Treasurer
April Income:$946.33
April Expenses:$532.58
YTD Income:$5,474.59
YTD Expenses:$2,257.58
Total Assets: $25,816.29
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