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Members Only: National PRSA Newsletter, November 2004

November 2004

PRSA Headquarters Holiday Hours

Please note the following special hours of operation for PRSA headquarters during the coming holiday season:


  • Wednesday, Nov. 24: 8:30 a.m. - 1:00 p.m.
  • Thursday, Nov. 25: CLOSED
  • Friday, Nov. 26: CLOSED


  • Thursday, Dec. 23: 8:30 a.m. - 1:00 p.m.
  • Friday, Dec. 24: CLOSED


  • Thursday, Dec. 30: 8:30 a.m. - 1:00 p.m.
  • Friday, Dec. 31: CLOSED

2004 International Conference Highlights Online

More than 4,000 public relations professionals and students from around the world gathered to attend PRSA's record-breaking 2004 International Conference, "Architects of Change, Advocates of Understanding: Advancing the Public Relations Profession." The Conference, held at the New York Hilton & Towers, featured exciting general sessions highlighted by Donald Trump, Ken Auletta and Larry King, in addition to more than 150 professional development opportunities including workshops, seminars, one-to-one mentoring and Master Classes.

Click here for full Conference coverage, including photos, general session highlights and so much more.

PRSSA Enjoys Record-Breaking National Conference

Nearly 1,500 students from colleges and universities across the nation came to the Big Apple to participate in the PRSSA 2004 National Conference, "Success and the City: Framing the Future of Public Relations." Held at the Grand Hyatt in New York City, the record-breaking 2004 National Conference featured professional development sessions lead by some of today's leading public relations professionals, tours of some of New York's most successful agencies and even a business wear fashion show sponsored by Brooks Brothers. Students were also able to network with PRSA members at the PRSA general sessions and during the "Rise N' Shine with PRSA" coffee break, held prior to the Oct. 26 PRSA International Conference general session.

PRSSA and the 2004 Conference Committee would like to thank PRSA and all of the professionals who volunteered to speak, as well as the members who participated in the Resume Enhancement Sessions and Career Development Exhibition.

Click here for highlights from the PRSSA 2004 National Conference.

PRSA Elects 2005 Board of Directors

PRSA announced the approval of officers and directors for its 2005 Board of Directors during its annual Assembly, held prior to the 2004 International Conference in New York City.

Del Galloway, APR, 2004 PRSA president & CEO, announced the new volunteer officers: 2005 president and CEO is Judith Turner Phair, APR, Fellow PRSA, president, PhairAdvantage Communications, Laurel, Md.; Cheryl Procter-Rogers, APR, Fellow PRSA, regional corporate affairs director, HBO, Rosemont, Ill., will serve as president-elect in 2005; Rhoda E. Weiss, APR, Fellow PRSA, president, Rhoda Weiss & Associates, Long Beach, Calif., will serve as treasurer; and Jeffrey P. Julin, APR, president, MGA Communications, Inc., Denver, Colo., will serve as secretary.

Elected to serve three-year terms as a director are: Gary D. McCormick, APR, program manager, public affairs, SY Coleman Corporation, Bel Air, Md.; John J. Deveney, APR, senior counsel and CEO, Deveney Communications, New Orleans; Mary Deming Barber, APR, Fellow PRSA, president, The Barber Group Inc., Anchorage, Alaska; and Gerard F. Corbett, APR, Fellow PRSA, vice president, branding and corporate communications group, Hitachi America, Ltd., Brisbane, Calif.

The seven newly elected volunteers will join 2005 President & CEO Judith T. Phair, APR, Fellow PRSA and the eight directors who remain on the Board in 2005, including Sue Bohle, APR, Fellow PRSA; Michael Cherenson, APR; Anthony D'Angelo, APR; Cathryn Harris, APR, Fellow PRSA; Rosanna M. Fiske, APR; Steven Lubetkin, APR, Fellow PRSA; Debbie Mason, APR; and Tom Vitelli, APR, Fellow PRSA.

In addition, three candidates were elected to fill positions as delegate-at-large to the PRSA Assembly in 2005 and they include: Elise S. Mitchell, APR, Fellow PRSA, president, Mitchell Communications Group, Fayetteville, Ark.; Barbara J. Muessig, APR, president and PR counselor, Rocky Bay Communications, Alpena, Mich.; and Ronald Owens, APR, senior communications specialist, corporate communications, Kaiser Permanente, Pasadena, Calif.

2004 Assembly Accepts Three Bylaw Revisions

Delegates representing 96 Chapters, 12 Professional Interest Sections, 10 Districts, the PRSA Board of Directors, three delegates-at-large, the Canadian delegate-at-large and a representative from the College of Fellows and PRSSA approved three revisions to the PRSA bylaws during the Society's annual Assembly in New York City.

Before and during the Assembly, the proposed bylaw amendment that stimulated the most intense debate addressed Assembly representation. Variations of this amendment were voted down by the 2003 Assembly and referred back to the 2003 PRSA Board of Directors for review by the 2002 Assembly. The amendment that passed this year will require that a member must be Accredited or a current board member in their respective Chapter, District or Section as the minimum standard to serve as an Assembly Delegate.

In other actions, the Assembly formed a PRSA Foundation Advisory Board and addressed Universal Accreditation Board (UAB) eligibility requirements. The requirements bylaws were changed to allow individuals to register for the APR Examination with a recommended five to seven years of work experience plus a bachelor's degree or the equivalent. In addition, eligible registrants no longer have to be employed full-time.

For complete Assembly proceedings, presentations and photos, click here to log into MemberNet and click on "Member Resources."

Chapters Recognized for Outstanding Diversity Efforts

PRSA recently honored four Chapters with the 2004 PRSA Chapter Diversity Award for their outstanding efforts in support of diversity. Representatives from the Miami, North Florida, Phoenix and Richmond Chapters were on hand to receive their awards at the 2004 PRSA Assembly Luncheon, held in New York, prior to the start of the 2004 PRSA International Conference. The 2004 Chapter Diversity Awards were sponsored by Black PRWire.

The Chapter Diversity Award is given to a PRSA Chapter that embodies and demonstrates key values in diversity as outlined in PRSA's National Diversity Committee's Mission. In order for a Chapter to qualify for a Chapter Diversity Award, the Chapter must have:

  • Initiated and/or maintained a diversity program between January 1, 2003 and June 30, 2004;
  • Recruited or mentored members with interests and expertise in diversity;
  • Demonstrated a significant contribution toward diversity for the award's monetary reward; and
  • Showcased diversity as one of the top three strategic goals for the Chapter during 2004.

Making the Chapter Diversity Awards presentations were PRSA President & CEO Del Galloway, APR, National Diversity Committee Chair Rosanna M. Fiske and Black PRWire President & CEO Bernadette Morris. Each winning Chapter received a certificate of achievement, a special gift from Black PRWire and a monetary award to be used in furthering the Chapter's diversity initiative.

Del Galloway, APR, PRSA president & CEO, Tim Dodson, APR, Miami Chapter assembly delegate, Beth Nelson, APR, Miami Chapter assembly delegate, Rosanna Fiske, APR, National Diversity Committee chair and PRSA National board member, Gary Brooten, APR, Miami Chapter treasurer and Bernadette Morris, president & CEO, Black PRWire.

Rosanna Fiske, APR, National Diversity Committee chair and PRSA National board member, Stephen Wilson, APR, North Florida Chapter diversity director, Bernadette Morris, president & CEO, Black PRWire and Del Galloway, APR, PRSA president & CEO.

Rosanna Fiske, APR, National Diversity Committee chair and PRSA National board member, Del Galloway, APR, PRSA president & CEO, John Waldron APR, Phoenix Chapter assembly delegate, Morris, president & CEO, Black PRWire and Jill Vaughn, Richmond Chapter vp of Public Relations.

PRSA Welcomes New Chapter

At their October meeting, the PRSA Board of Directors granted a charter to the Society's newest Chapter - the Southwest Missouri Chapter. Headed by Chapter president, John Scroggins, the Southwest Missouri Chapter is PRSA's 114th Chapter (three inactive PRSA Chapters were dissolved during the 2004 Assembly) and covers territory in Springfield, Bolivar, Marshfield, Ozark, Nixa, Branson, Mt. Vernon, Monett and Joplin, Mo.

New Entertainment and Sports Professional Interest Section Formed

PRSA recently announced the formation of the Entertainment and Sports Professional Interest Section. A sports panel sponsored by the PRSA Los Angeles Chapter on Aug. 26 at the Stadium Club at Dodger Stadium was the first step in a joint effort by the Chapter and PRSA National to form this new Section. With the addition of Entertainment and Sports, PRSA now has a total of 19 Professional Interest Sections.

For more information, please contact James Abel at 212-460-1422 or

PRSA Leadership Goes Abroad

In early November, representatives from PRSA’s national leadership represented the Society at two international public relations conferences. PRSA President and CEO Del Galloway, APR, was a special guest speaker at the annual Croatian Public Relations Association (CPRA) Conference. Galloway spoke to the more than 200 international public relations professionals in attendance about recent public relations trends and developments within the United States.

PRSA Executive Director & COO Catherine A. Bolton traveled to London to participate in the 2004 Institute of Public Relations (IPR) National Conference. Bolton joined the leadership of the IPR, Global Alliance, Federal Counsel of Public Relations (Brazil) and the Public Relations Society of South Africa on an international public relations panel to discuss such issues as ethics, global communications and reputation management. For more information on the IPR Conference, click here.

Update Your Member Record for the 2005 Blue Book

In preparation for the publishing of the 2005 Blue Book (PRSA's member listing in the One Source Directory), we want to make sure that your contact information is accurate. If you haven't already, please make any necessary updates to your record in MemberNet by December 2. If you don't have your MemberNet login information handy, click the button on the MemberNet login screen and it will be promptly e-mailed to you. For help accessing MemberNet, e-mail

PRSA Launches PRC Search

Access to PRSA's knowledge repository is just a click away! Now you can search and retrieve answers to your most challenging public relations research questions from our proprietary electronic database of full-text articles from PRSA's award-winning publications Tactics and Strategist, in addition to hundreds of summaries from past Silver Anvil winners. This database will expand to include historical case studies and articles from other PRSA resources.

Simply sign on to MemberNet and start searching for:

  • Full-text articles from Tactics and Strategist from 1996 to the present
  • Two-page outlines of Silver Anvil Award entries that summarize research, planning, execution and evaluation of previously conducted public relations campaigns from 1996 to the present
  • Answers to your research challenges are at your fingertips
  • And so much MORE!

For assistance using PRC Search or for other research/reference inquiries, contact the Professional Resources Center at 212-460-1459 or

Global Alliance Fall Newsletter Now Available

The fall issue of the Global Alliance electronic newsletter is now available. The Global Alliance electronic newsletter, which features Global Alliance news, as well as updates from member associations and other global public relations happenings, is free of charge to members of all Alliance member associations.

The Global Alliance now has a membership of more than 60 associations, including PRSA, representing over 150,000 members. The Global Alliance facilitates discussions, launches work groups, examines standards and shares its considerable collective resources for the greater good of the profession.

To view the Global Alliance electronic newsletter, click here. For more information on the Global Alliance, click here.

Give the Gift of PRSA Membership

Do you know a PRSSA student member who is graduating in December 2004? Be a part of the new "I'm (Almost) Ready to Face the Real World" program by giving the gift of PRSA membership to this student. Dues for graduating PRSSA students are just $60 for a PRSSA Grad Associate Membership. Add $15 more to also include membership in PRSA's New Professionals Affinity Group, for a total of $75. This special offer is also being mailed to all PRSSA student members who are graduating in December, suggesting that they request the gift of membership from family, friends or others.

For more information on the "I'm (Almost) Ready to Face the Real World" program and a registration form, click here.

PRSA Health and Disability Insurance Program Notice

The health and disability insurance offered to PRSA members through Marsh has been discontinued. Members who currently have a policy with Marsh will continue to be covered under that policy. The life insurance program through Marsh will still be available. PRSA is looking for a new health/disability insurance program to offer to members. Note that the business insurance program offered by MIMS is still active. For more information on that program, log on to MemberNet and click "Member Benefits."

Take Advantage of These Professional Development Opportunities

On-Site Seminars

Leadership and Management of the Public Relations Function
December 2 & 3, 2004 - Washington, DC

Designed for senior public relations professionals with responsibility for, and to, management, this seminar offers in-depth, innovative exercises and simulations that focus on the key issues of public relations leadership. Topics include differentiating between managing and leading, motivational strategies, setting the direction for an organization's public relations efforts, and increasing the effectiveness of your public relations counsel to CEOs. A strategic planning laboratory at the conclusion will provide participants with practical experience in implementing the strategies and ideas presented during the seminar.

For complete details, click here.

Media Relations: Building Relationships to Deliver Your Message
December 3, 2004 - Atlanta

Working with the news media requires long-term planning and a knowledge of ongoing media policies and procedures. Participants will learn how to deliver the information the news media needs, in the format it requires. The seminar presents techniques for working with both print and electronic media that will help you develop and maintain media relationships and maximize coverage. You'll also learn to play a leadership role with your senior management to accomplish the mission.

For complete details, click here.

Strategic Communications Planning
December 6, 2004 - New York

The "ready-aim-fire" approach to public relations is the answer for practitioners who too often find themselves in a reactive mode, unable to plan, unable to set priorities and to say no to unwarranted demands on their professional time. There are time-tested, strategic public relations planning techniques that can and should be adapted to fit all of the situations you face in your professional life. You can easily learn how to use planning processes to help you create positive relationships with key audiences.

For complete details, click here.

Crisis Communication Strategy
December 9 & 10, 2004 - New York

Crisis means victims and explosive visibility. Bosses need trusted advisors and counselors who can offer focused, pragmatic, useful advice that helps them deal with difficult situations strategically and immediately, while limiting collateral damage. Using powerful case examples, participants will explore a series of crisis communication management problems and strategies while immersed in the same management struggles, confusion, decision-making, dilemmas, and moral challenges managers face.

Case studies involve managing victims; reducing litigation; recovering reputation; healing corporate wounds; dealing with organized opposition; selectively engaging the media; Web attack survival; and influencing employee, community, and public attitudes. Plan for two days of intense thinking, debate and discussion.

For complete details, click here.

Building and Evaluating an Employee Communications Program
December 13 & 14, 2004 - New York

Demand for improved quality and heightened productivity has changed the way we communicate and motivate with personnel. Public relations practitioners with responsibilities for employee communications are, therefore, faced with ever-increasing challenges. This seminar provides strategies and ideas to help you meet or exceed the expectations of your CEO or clients. The seminar will provide you with an examination of the criteria for and elements of a successful employee communications program. You'll learn how to evaluate your existing program and implement strategies for improvement. Case studies will provide you with best practices in the profession.

For complete details, click here.


Talk Your Way to the Top: Communicating in the Business World
December 2, 2004 - 3:00 p.m. ET

Succeeding in the business world requires more than just intelligence and ability. True leaders are also great communicators. This teleseminar offers a comprehensive look at day-to-day communication, providing tips on how to enhance your personal style and maximize your influence and impact. You'll gain tools to help you communicate with credibility and project confidence, no matter the situation.

For complete details, click here.

Working with Attorneys, Reducing Tension and Building Strategies for Victory
December 7, 2004 - 3:00 p.m. ET

Almost every company finds itself in court at some point (sometimes accused of unsavory or embarrassing actions). Whether the accusations are true or not, media interest can be substantial and the potential for devastating coverage and reputational damage are great. Managing litigation visibility is a high-stakes game requiring discipline, a pre-prepared game plan and a working relationship between attorneys and public relations practitioners. Take part in this intensive workshop examining legal and public relations strategies and tactics for guiding your management and legal teams through the challenges of moderating and optimizing media coverage.

For complete details, click here.

Play With Your Words: Spice up Your Headlines, Leads and Sound Bites with Wordplay
December 9, 2004 - 3:00 p.m. ET

Want to captivate your readers? Get the media to steal your sound bites? Make your message more eloquent and memorable? Wordplay can help. In this teleseminar, you'll learn: How to make your copy more sophisticated by diversifying your wordplay - from "anaphora" to "zeugma;" where to add wordplay to your press release to gain media attention and coverage; a five-step process for twisting a phrase; how to add layers of meaning to your subject through etymological research; how to avoid "groaners" and come up with more sophisticated wordplay; plus, more than a dozen tools for playing with your words.

For complete details, click here.

Crisis-Proofing Your Organization™: First Response, Four Crucial Components All Successful Crisis Plans Must Have
December 16, 2004 - 1:00 p.m. ET

Are you really ready to manage your negative news? What is your strategy to recognize and preempt potential risks and threats? Or are you just going to rely on your ability to react quickly and appropriately? It's better to have a plan. The planning process leads to key risk prevention and reduction. Most crisis responses begin to fail during the first hour. This intense, content-rich program will teach how to be ready and how to recognize and overcome early response failures that can damage the rest of the crisis response process.

For complete details, click here.

For more information on any of these professional development opportunities, please contact Genevieve DeLaurier at 212-460-1408 or

Don't Miss These Professional Interest Section Events


CPR for Battered Reputations: How to Encourage Clients to Support the Idea of Chief Reputation Officers
December 7, 2004 - 2:00 p.m. ET
Sponsored by the Counselors Academy

As reputation management has become a 24/7 job, who bears responsibility for being the company's reputation watchdog? Increasingly, far-sighted companies are appointing a chief reputation officer, typically a senior corporate communications official.

Learn from Ron Alsop, news editor and senior writer, The Wall Street Journal, how agencies can help support these new reputation czars and gain the CEO's blessing to demonstrate leadership and teamwork skills as they engage employees throughout the company to understand and nurture its reputation. Alsop is the author of the critically acclaimed book, The 18 Immutable Laws of Corporate Reputation. Paul W. Critchlow, vice chairman, public markets, Merrill Lynch & Co., hails the book as "An extraordinary achievement - highly readable, balanced and informative. It should be a virtual textbook for communication professionals and CEOs alike."

For complete details click here or contact Alison Calvello at 212-460-1482 or

Developing Agency Attitude in Your Public Relations Department's Cubicle
December 7, 2004 - 2:00 p.m. ET
Sponsored by the Corporate Section

Injecting a dose of agency attitude straight into the heart of the organization and the cubicle no longer has to be a creative dead zone. Join a panel of public relations executives who made the jump from agencies to the corporate world and hear how they brought the best of their agency experiences along for the ride.

You'll learn: which agency techniques can be successfully transferred to the "client side" environment and which cannot; methods to challenge and transform an ailing corporate or nonprofit work environment; unique approaches to eradicate cubicle culture in your public relations department once and for all, restoring creativity and energy to the public relations team and beyond.

For complete details click here or contact Alison Calvello at 212-460-1482 or

Balancing Career with Family, Personal Life and Lifestyle
December 13, 2004 - 2:00 p.m. EST
Sponsored by the Association/Nonprofit Section

Work/life issues are a powerful influence on our professional performance. One significant concern we all have is how to achieve the right balance between career, on one hand, and family, personal life and lifestyle on the other.

Three successful PR professionals in the association/nonprofit arena share their views and experiences:

  • Brigid O'Connor, MBA, strategist, At Ease, LLC
  • Omar F. Ahmed, regional communications director, American Cancer Society, Great West Div., Inc.
  • Norwin A. Merens, managing director, NM Marketing Communications

For complete details click here or contact James Abel at 212-460-1422 or

Food and Beverage Trends: Looking in the Rearview Mirror at 2004…and Into the Crystal
Ball for What's Ahead in 2005
December 14, 2004 - 2:00 p.m. ET
Sponsored by the Food & Beverage Section

What were the big stories in 2004? What trends impacted food and beverage marketers most? Looking forward, what are experts predicting for 2005? Join us for an action-packed hour with three respected food and beverage industry experts who will present their distinctly varied views of 2004, as well as their forecasts for 2005. Learn what had the greatest impact on the food and beverage industry this year, and what will continue to be big news into the New Year.

For complete details click here or contact Christopher Tearno at 212-460-1420 or

Daniel Keeney
(832) 467-2904
(214) 432-7555
Author: Daniel Keeney
Phone: (832) 467-2904
Fax: (214) 432-7555
Category: newsletter | Sub Category: national newsletter