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July 2004

PRSA in the News

An interview with PRSA President-Elect Judith T. Phair, APR, Fellow PRSA, which aired on July 7 during a segment of CNN's "Paula Zahn Now," focused on the importance of building a brand, particularly in relation to the upcoming presidential election. An expert public relations analyst, Phair discussed the important roles that trust, messaging and effective usage of media will play in both the Republican and Democratic Party campaigns.

Click here to view the photoboards from the segment.

PRSA Nominating Committee Welcomes Member Feedback on National Board Candidates

Now that candidate applications for the 2005 PRSA Board of Directors are posted on the PRSA Web site, PRSA members are invited to share their letters of endorsement and/or comments on the candidates at (click here to view candidate applications).

Members may provide insights and comments to the Nominating Committee as a whole, by submitting them via correspondence (written or e-mail) to the Chair for distribution to the Committee, if the name of the submitting member is included and the information is verifiable. By using the e-mail address, comments will go to a confidential and secure Nominating Committee mailbox at PRSA headquarters for distribution to all Nominating Committee members. Candidates may request to review any or all letters or comments written about them that have been received by PRSA in the Nominating Committee process.

The last day to submit comments on candidates is Friday, July 30 at 5:00 p.m. EDT.

2004 PRSA International Conference - October 23-26 - New York City

Register Early to Save $100
Register now and save $100 with PRSA's International Conference Early Bird Special. Just look in your mailbox for your Conference brochure or log on to to see the entire brochure and online registration form. Sign up now so you won't miss out on these compelling speakers for the 2004 International Conference General Sessions: Sunday, October 24 - Donald Trump; Monday, October 25 - Al Roker, Legends Luncheon special master of ceremonies; Tuesday, October 26 - Larry King, "Look Who's Talking: It's Larry King, Live;" Ken Auletta, "When News Becomes More Business Than Journalism: Who Wins; Who Loses;" Alan Hevesi, comptroller of the State of New York.

The 2004 International Conference will feature more than 150 professional development opportunities including workshops, seminars, one-to-one mentoring and new this year - Master Classes - conducted by leaders in the profession and designed for senior- and executive-level practitioners. The opening night gala will be hosted at Lincoln Center.

Early-bird registration and special room rates for the New York Hilton & Towers are now available. For more information on the 2004 PRSA International Conference, click here.

Sponsorship Opportunities Available
Planning is under way for the premier public relations gathering of 2004 - the PRSA International Conference, Oct. 23-26 in New York City. To discuss sponsorship opportunities, please contact John Robinson at 212-460-1418 or For information on exhibiting at the Conference, please contact Gale Spreter at 212-460-1406 or

Tactics Celebrates its 10-Year Anniversary

Public Relations Tactics officially turns 10 with its July issue. To mark this anniversary, the paper looks ahead at the next 10 years, featuring the expertise of various public relations leaders. In addition, Tactics went outside the public relations community for alternative viewpoints on what the world might be like 10 years hence. Click here for highlights from the 10th anniversary issue.

Account-Ability Comes to "The Windy City"

PRSA and The National Investor Relations Institute (NIRI) are co-hosting two one-day seminars under the umbrella title of "Account-Ability, Gaining Critical Financial Communication Skills," August 12 and 13, at Nuveen Investments Headquarters in Chicago, IL.

If you are a communications professional who wants to advance your career by understanding:

  • The language of business
  • Big picture, management decision-making strategies, and
  • How to influence value creation by working across all company functions, you will benefit from the content, knowledge-building and networking experiences these seminars offer.

Early registration is encouraged. Click here for more information and registration.

Convenient APR Online Study Course Now Available

For those of you eager to begin the APR process, seven of the ten convenient online study modules are now available. The remaining three are expected to be complete by the end of August. Each module should take you no longer than one month and no less than one week to complete. By registering for this online multimedia course, you have access to monthly Web conferences facilitated by senior-level public relations professionals. Each conference begins with an orientation for new participants, followed by in-depth discussions of specific modules and opportunities for questions and answers. This course is ideal for long distance learning and content reinforcement.

The cost for all modules is $195 for PRSA members. For more information and to register, click here.

PRSSA Takes Manhattan

Start spreading the news…here comes PRSSA! The Public Relations Student Society of America (PRSSA) 2004 National Conference, "Success and the City: Framing the Future of Public Relations," taking place Oct. 22-26 at the Grand Hyatt in New York City, will present new opportunities for students to network and develop themselves as the next generation of public relations professionals. The Conference, hosted by the Fashion Institute of Technology Chapter of PRSSA, will feature informative sessions such as "Summer in New York," and Crossfire Sessions - "The Practitioner vs. The Journalist" and "Agency vs. In-House," inviting students to speak with public relations practitioners about the role of public relations practitioners, the profession in general and possible internship opportunities.

In addition, the PRSSA 2004 National Conference will include a Brooks Brothers Fashion Show and Luncheon, and roundtable sessions hosted by PRSA's New Professionals Affinity Group.

Several public relations agencies and service organizations have already pledged their support of PRSSA's National Conference via sponsorships and product donations. However, sponsorship opportunities are still available. If you are interested in receiving more information on how you or your organization can be a part of "Success and the City," please contact Jeneen Garcia at 212-460-1466 or

Professional Interest Section Awards: Call for Nominations Announced

Atlas Award
Nominations are now being accepted for the PRSA 2004 Atlas Award for Lifetime Achievement in International Public Relations, sponsored by the International Section. The Atlas Award is presented annually to an individual who has made extraordinary contributions to the practice and profession of public relations on a global scale over the span of his or her career.

Selection Criteria: The nominee must have demonstrated extraordinary professional accomplishment in international public relations through a substantial body of work conducted for employers, clients, NGOs, government agencies or other global/multinational organizations. The nominee must have also participated in public relations organizations and contributed to the development of international "best practices" through those organizations. While it is not a requirement that the recipient be a member of PRSA, any involvement with PRSA will be taken into favorable consideration.

Deadline for nominations is August 2, 2004. For complete details, click here or contact James Abel at 212-460-1422 or

Health Academy Volunteer of the Year Award
This award honors a Health Academy member who has made an exceptional contribution to the Academy and its membership through actions, deeds or leadership during the previous year. Selection of this individual is made by the Academy's Chair, with advice and counsel of other Academy Board members. Any Health Academy member may nominate a candidate by submitting a double-spaced, two-page letter addressing:

  • A demonstration of the individual's accomplishments on behalf of the Health Academy; and
  • A summation of the effect or results on the membership or the Health Academy.

Deadline for nominations is Friday, August 13, 2004. For complete details, contact Alissa Marisch at 212-460-1461 or

D. Parke Gibson Award
The D. Parke Gibson Award, sponsored by the Multicultural Communications Section, is PRSA's highest individual award presented to a public relations professional that has contributed to the increased awareness of public relations within multicultural communities and participated in the promotion of issues that meet the special informational and educational needs of these diverse communities.

Judging Criteria:

  • Achievements - Detail the professional achievements of the nominee and demonstrate how these have advanced the profession of public relations and its positive visibility to multicultural communities.
  • Application - Show how the nominee has exhibited personal leadership and dedication to the communications industry.
  • Awards - List awards and other forms of recognition the nominee has received for public relations accomplishments and for advancing the tenets of multicultural communications.

Deadline for nominations is August 31, 2004. For complete details, contact James Abel at 212-460-1422 or

Educators Academy Announces Call for Papers

The Educators Academy invites faculty and graduate students to submit competitive papers on public relations research or teaching for the 2004 Public Relations Society of America International Conference. Deadline to submit papers is Friday, August 6, 2004. Click here for complete details.

PRSA Publications on a Winning Streak

Public Relations Tactics and The Strategist recently received several industry awards for publications excellence:

Magnum Opus Awards
Tactics received a Gold Award in the category of Best Overall Editorial. In addition, Managing Editor Alison Stateman won a Gold Award for Best News Story for "Hard Times: Lessons Learned From the Jayson Blair Affair." The cover story was featured in the Summer 2003 Strategist. Magnum Opus Awards are sponsored by Publications Management, a newsletter for marketers about publishing, in cooperation with the Missouri School of Journalism.

Communicator Awards
In the Communicator Awards 2004 Print Media competition, The Strategist was awarded the highest honor, the Crystal Award of Excellence, in the category of Association Magazines. Tactics was given an Award of Distinction for Association Newspapers/Magazines, and Stateman received an honorable mention in the Magazine Writing category for the "Hard Times" story.

APEX Awards
A 2004 APEX Award of Excellence was given to Tactics in the Best Redesigns category. In the redesigns category, Tactics submitted the June and July 2003 issues; the July issue integrated PRSA's new corporate identity. Stateman also received an APEX Award of Excellent in the News Writing category for the "Hard Times" story.

Refer a Colleague to PRSA in August and September and be Rewarded

Introduce a friend or colleague to PRSA and be rewarded when PRSA's Member-Get-A-Member (MGAM) campaign returns in August and September. Start thumbing through your rolodex today! Receive a $25 PRSA voucher for the first full Member you refer and $15 for the first Associate Member - yes, Associate Members may participate in this offer. Recruit more than one member and the rewards increase! Vouchers can be used towards PRSA National teleseminars or seminars (excluding the International Conference), or publications and merchandise in the PRSA Store. And, everyone who recruits one or more members will automatically be entered in our grand MGAM drawing - prizes include travel certificates, teleseminar registrations and PRSA merchandise. To be eligible for the voucher and the drawing, you must be a member in good standing at the conclusion of this promotion.

The new member will benefit too. Upon joining, they not only receive all the benefits of membership but they will also receive, with our compliments, the newest edition of the Associated Press Stylebook and a voucher they can redeem for a PRSA logo gift item. New members must include the referring member's name on their application with promotion code MGAM2004, or use a specially marked MGAM application and provide your name. Click here for more information.

Don't Miss These Professional Development Opportunities


Leadership and Management of the Public Relations Function
July 29 & 30, 2004 - Philadelphia

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.

Public Relations: Research, Measurement and Evaluation
August 16 & 17, 2004 - San Diego

Research, measurement and evaluation have taken on an increasing importance in the public relations profession. Public relations managers are now putting far more emphasis on the strategic planning process, on tracking and monitoring developments relating to client issues and concerns and on becoming more accountable to senior management when measuring public relations impact effectiveness than ever before. This seminar provides a comprehensive overview of the new process of measuring public relations effectiveness.

For complete details, click here.

Writing that Sells….Products, Services, Ideas
August 20, 2004 - Seattle

With readers harder than ever to reach - let alone persuade - this fast-paced, seminar has never been more important. It's jam-packed with fresh techniques for writing compelling pieces that paint pictures in your readers' minds so they read more closely, understand your messages faster and remember them longer. You'll leave with new techniques for making your writing cut through the clutter of competing messages.

For complete details, click here.


Media Relations Strategies During Crises: When to Send the Boss and Other Strategic Decisions
July 29, 2004 - 1:00 p.m. EDT

This program will discuss a variety of media-related approaches. Check all preconceived notions, ideas and rules at the door. It's time to have a substantive strategic discussion with an expert on what you currently do, why you currently do it, how you currently think, and, just maybe, some new and interesting approaches that might serve your clients in useful, powerful and productive ways. Be prepared to bend your brain for 90 minutes.

For complete details, click here.

Corporate Security and Crisis Management: Crucial Collaboration When Disasters and Threats Occur
August 5, 2004 - 1:00 p.m. EDT

Ever since Y2K, and for many organizations long before that, the corporate security function, whether internal or on contract, has major responsibilities when disaster, crisis and business resumption issues arise. Far too often there is a disconnect between communications, communicators and this vital corporate staff function. This program is designed to bring together these two disciplines, communications and security, with two extremely knowledgeable presenters to help explore collaboration, cooperation and the urgent need to prepare in advance for communicating about security-related issues and situations.

For complete details, click here.

Emerging Trends in Reputation Management: Case Study
August 12, 2004 - 3:00 p.m. EDT

Reputation drivers are found everywhere and at anytime. With the explosion of both traditional and new outlets - including local and global newspapers, magazines, chat rooms, blogs, wire services and trade publications - opportunities and threats driving reputation are everywhere. At the same time, the pace of change is accelerating: today's emerging trend is tomorrow's overblown fad. Factors affecting reputation demand rapid discovery and action. Organizations must manage their valuable reputation.

For complete details, click here.

Think Like a Reader or Reporter
August 19, 2004 - 3:00 p.m. EDT

Two-thirds of editors surveyed by Thomas Rankin Associates said that fewer than half the releases they receive are relevant to their publication. In this session, you'll learn how to make your pitch or release more relevant and valuable to the reporter - and to the reporter's readers. The result: more placements, bigger placements and better placements.

For complete details, click here.

When You Want Big Crowds: Staging Powerful and Big Special Events for Fun, Business and Politics
August 26, 2004 - 1:00 p.m. EDT

Learn about staging big special events ranging from Super Bowl and Pro Bowl logistics to major celebrations for icon products. Learn about staging public affairs-related big events including corporate parades, major public hearings, and corporate demonstrations, mobilizing communities in support of corporate and local activities and counteracting anti-corporate activism from experts. Big events make big statements and have big impact, but they take big thinking, big logistics and big budgets. These 90 minutes will be jammed packed with examples, interesting stories, and events you'll wish you'd attended.

For complete details, click here.

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

Take Advantage of These Professional Interest Section Events


"Employee Enragement" or "Employee Engagement" - It's Up to You
Sponsored by the Employee Communications Section
August 3, 2004 - 2:00 p.m. EDT

It almost goes without saying that having an engaged, motivated and committed workforce is essential to an organization's long-term success. Research, experience, and common sense have proven that employees who feel more valued and highly connected to their companies tend to greatly outperform, stay longer and provide better customer service than their disengaged colleagues. Despite the obvious value of developing a more engaged workforce, if these programs are poorly designed or implemented the results can be disastrous.

This session will show you how to develop an employee engagement program that is tailored to the specific needs of your own organization. You will learn why it may be dangerous to rely on generic models of employee engagement, and how you may be able to save hundreds of thousands of dollars and get superior results by developing a program of your own.

Registration is $85 for Employee Communications Section members, $150 for PRSA members and $250 for nonmembers. For complete details, click here or contact Chris Tearno at 212-460-1420 or

Unearthing the Past - An Environmental Case Study in Managing
Your Message When It's Not Good News
Sponsored by the Environmental Section
August 5, 2004 - 2:00 p.m. EDT

In 1998, research during an environmental investigation discovered a chemical warfare material - mustard agent - was manufactured during WWI in an urban industrial area of Cleveland, Ohio. Historical photographs revealed soldiers, wearing gas masks and thick leather gloves, pouring the liquid mustard agent from large metal drums into trenches. Based on these photographs, an environmental investigation was launched which suspected that the chemical agent may have been disposed of in the area.

After more than 85 years, the surrounding residential and industrial neighborhood was notified of the potential environmental threat. A public affairs partnership between the U.S. Army Corps of Engineers and the Ohio Environmental Protection Agency produced communication strategies that resulted in media exposure, while informing local responders and educating neighborhood residents.

You'll learn how to identify and keep key audiences informed; how to manage your message through the media; how to create collaborative communication partnerships; and how to prepare a special event/rollout plan.

Registration is $85 for Environmental Section Members, $150 PRSA Members and $250 for Nonmembers. For complete details, click here or contact James Abel at 212-460-1422 or

Getting Started in International Public Relations
Sponsored by the International Section and the PRSA New York Chapter
August 24, 2004 - 10:00 a.m. EDT

A 90-minute teleseminar offers advice on getting started in international public relations for a broad range of public relations professionals, from the newcomer to the seasoned professional. Professionals who have spent their careers focused on the fascinating world of practicing public relations across cultural and linguistic borders will share their experience on entering the international area of practice and will spell out factors for success and risk.

The panel of experts will provide personal tips on the education, experience and other forms of preparation you need to operate successfully in the international arena.

In the years ahead, everyone in public relations practice will be involved in international practice in some way or another. Don't miss the opportunity provided by this teleseminar to prepare to take your role in the exciting world of international public relations.

Registration is $85 for International Section members and New York Chapter members, $150 for PRSA members and $250 for nonmembers. For complete details, click here or contact James Abel at 212-460-1422 or

Reputation Management: Rethinking your critical assets
Sponsored by the Technology Section
Wednesday, August 25, 2004 - 2:00 p.m. EDT

Question: What is the most important responsibility entrusted to a CEO by the board and shareholders? If you did not answer "reputation management," you may want to rethink your priorities. Even though the critical importance of reputation management is acknowledged to be a key factor in a company's growth, ability to attract talented staff and valuation, most company's still have not integrated a comprehensive reputation management and corporate communications strategy.

Join Dr. Elliot S. Schreiber as he defines the new conceptual model of Reputation Management. He has extensive experience enhancing stock performance, employee satisfaction and customer loyalty at companies such as DuPont, Bayer Corporation and Nortel Networks. He is also the recipient of numerous awards including the Silver Anvil award from PRSA.

In this presentation, he will describe:

  • Why reputation management is an important component to your companies and clients' success.
  • What a comprehensive Reputation Management program consists of.
  • How reputation is measured.
  • How to tell if a company is in danger of losing its reputation.
  • What are the intangible assets that influence reputation.
  • Why reputation management is essential to the long-term viability of your company.
  • How the proper approach to reputation management provides not only the basis for forensic analysis to determine why they are perceived the way they are, but also how to build the organization desired for the future.

For complete details click here or contact Alissa Marisch at 212-460-1461 or

Daniel Keeney
(832) 467-2904
(832) 467-2909
Author: Daniel Keeney
Phone: (832) 467-2904
Fax: (832) 467-2909
Category: newsletter | Sub Category: national newsletter