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MEMBERS ONLY: PRSA National September 2004 Newsletter

September 2004


Special Sessions Filling Fast
If you haven't already registered for the 2004 PRSA International Conference in New York City, Oct. 23-26, visit TODAY! You could miss these important and relevant Special Sessions just added to an already comprehensive Conference schedule:
Sunday, October 24: Ronald J. Alsop (Wall Street Journal), CPR for Battered Reputations: Why Corporate Communication Executives Must Become Chief Reputation Officers;
Tuesday, October 26: PR Professional of the Year Award-Winners, Grace Chen Trent and Brad Burns, Setting the Tone at the Top: The Role of the CEO and Communications in Restoring MCI; and also
Tuesday, October 26: "The Persuaders" - a PBS "Frontline" special screening, reception and panel discussion at the Museum of Television and Radio. "Frontline" covered PRSA's New Orleans International Conference as a part of this powerful examination of democracy, demographics and the power of branding. (Tickets are limited, so register online now to reserve your place!).

See General Sessions featuring Donald Trump, Larry King and Ken Auletta, as well as a Special Issues Session with Alan Hevesi and the Legends Luncheon with Al Roker as master of ceremonies. Take advantage of the 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. And to welcome everyone to the Big Apple, don't miss the Opening Night Gala hosted at Lincoln Center.

Visit for complete 2004 PRSA International Conference details.

Sponsorships, Exhibit Space Still Available
There is still time to secure sponsorships at the 2004 PRSA International Conference in New York City. Major supporting sponsors include Bacon's, BurrellesLuce, Business Wire, Lockheed Martin, MCI, Microsoft, PRtrak, and The Feedroom. For information on available sponsorship opportunities, contact John Robinson at 212-460-1418 or

In addition, a limited number of exhibit booths remain available. Conference attendees will have the opportunity to talk to representatives from a diverse group of companies, including ARA Content, Biz 360, Cisco Systems, Market Wire, Medialink, PRNews, VMS and TEKgroup, Int. If you, or a client, are interested in this great opportunity to reach more than 1,000 public relations professionals at the premier public relations event of the year, contact Gale Spreter at 212-460-1406 or

PRSA Welcomes PRSSA for Rise 'n' Shine Coffee Break
In an effort to continue offering quality networking opportunities for the members of the Public Relations Student Society of America (PRSSA), the "Rise 'n' Shine with PRSA" coffee break will take place once again at this year's PRSA International Conference. Last year's gathering was a huge success for both students and professionals alike. PRSA and PRSSA Conference attendees will have a chance to network in a relaxed atmosphere from 9:15 - 10:15 a.m., Tuesday, October 26, at the New York Hilton and Towers. During this time, students can learn about the public relations industry from the Champions for PRSSA, members of the College of Fellows and hundreds of public relations practitioners from around the nation.

PRSA Conference attendees are encouraged to extend this networking experience by asking students to sit with them during the PRSA General Session that immediately follows the coffee break. Complimentary coffee, networking and having the opportunity to meet some of the brightest future professionals - what a great way to start your day! If you have any questions regarding this event, please contact Jeneen Garcia at 212-460-1466 or

PRSA Launches Advancing Diversity

PRSA has launched its newest national diversity initiative, Advancing Diversity, which promotes multiculturalism in both the public relations industry and the business community at-large. According to National Diversity Committee chair and PRSA Board member Rosanna M. Fiske, APR, "Advancing Diversity firmly positions PRSA as the leading organization providing professional development, career opportunities and networking for diverse professionals, for professionals who want to communicate with diverse audiences and for professionals who want to strongly change their organizations by valuing and managing diversity."

Benefits of the Advancing Diversity program include:

  • Diversity PRos - a new component of PRSA's Job Center, helps employers identify individuals who have public relations experience, special training or personal interests and skills in the areas of multicultural communications and diversity.
  • - a Web site within PRSA's national site specifically providing members, Chapters, Districts and Sections with information, knowledge and tools for their own diversity initiatives.
  • Diversity Tool Kit - This members-only benefit contains diversity-related research, materials, applicable tools, professional development opportunities, as well as links to key organizations.
  • Diverse News Services - PRSA has signed an agreement with Hispanic PRWire and Black PRWire to provide more diversity-related news feeds directly onto the PRSA home page.
  • Chapter Diversity Awards - At the 2004 PRSA National Assembly luncheon in New York City, three Chapters will be awarded Chapter Diversity Awards from the National Diversity Committee. The Award is given to a PRSA Chapter that embodies and demonstrates key values in diversity as outlined in the Advancing Diversity mission statement.
  • Diversity Experts -- Advancing Diversity also provides a strong network of experts who are available to speak about the important role diversity plays in Corporate America. Advancing Diversity speakers have already been featured at numerous Chapter programs, District and Section conferences, PRSSA events and national conferences for other organizations.

For more information on Advancing Diversity, please visit or contact Kelly Albanese at 212-460-1453 or

2004 Individual Awards Recipients Announced

The Honors and Awards Committee is proud to announce the recipients of the 2004 Individual Awards:

  • Gold Anvil Award (PRSA's highest individual honor) - Thomas W. Hoog, chairman, Hill & Knowlton, Washington, D.C.
  • Outstanding Educator Award - Kathleen S. Kelly, Ph.D., APR, Fellow PRSA, University of Florida, Gainesville, Fla.
  • Patrick Jackson Award for Distinguished Service to PRSA - James E. Lukaszewski, ABC, APR, Fellow PRSA, chairman & president, The Lukaszewski Group, White Plains, N.Y.
  • Paul M. Lund Public Service Award - Herbert R. Brown, senior vice president, Western-Southern Life Insurance Company, Cincinnati, Ohio.

The Individual Awards recipients will be honored at PRSA's 2004 International Conference, "Architects of Change, Advocates of Understanding: Advancing the Public Relations Profession," in New York, October 23-26. Click here to read the complete news release.

Section Appreciation Campaign

New members now have an opportunity to further their careers when they take advantage of PRSA's Section Appreciation campaign in October and November. Every new member who joins at the full member rate ($225 national PRSA dues, plus $65 initiation fee) from October 1 through November 30, 2004 will receive a free one-year membership to one of PRSA's 18 Professional Interest Sections - a savings of at least $45. Reinstating members who have been inactive for at least one year are also eligible for this offer.

For more information on how you can help advance the career of a new member, click here or contact the Membership Department at

Save the Date: Assembly Delegate Call

The next Assembly Delegate Call will take place on Thursday, October 14, at 10:00 a.m. and 4:00 p.m. EDT. The call will be moderated by PRSA President & CEO Del Galloway, APR. All Assembly Delegates and Society leadership are encouraged to participate. Dial-in information for the call will be distributed as the call nears.

New APR Promotional Tools Available

Interest in the recently revised process and Examination for Accreditation in Public Relations (APR) continues to increase. Yet, our Society is very dynamic, with new members joining and a new group of existing members becoming eligible to take the Examination every month. To meet these changing needs, local Accreditation volunteers and the PRSA Accreditation Marketing Task Force have tools and activities ready to help more members learn about the benefits and features of Accreditation in Public Relations.

If you're a PRSA member, please contact your local Chapter's Accreditation Chair or a member of the local Accreditation Committee to learn more about the credential. Many Chapters periodically schedule informational meetings about Accreditation and the local offerings provided to assist candidates in their preparation for Readiness Review and the Examination.

For PRSA Accreditation volunteers, a new presentation on the Examination and the process candidates follow to sit for the Examination is also available. Chapter volunteers can use this while hosting local meetings with professionals who want to learn more about preparing and sitting for APR. To obtain a copy of these materials or to speak with an Accreditation Marketing Task Force volunteer, please contact Kathy Mulvihill at 212-460-1436 or

New Issue of Counsel Available from the Counselors Academy

Employee Engagement: These Days, It Takes More Than a Whistle to Keep Employees Focused
By R. Jason Anthoine, APR

As a firm, what's your most valuable asset? Your employees, of course. That's fairly common knowledge, but keeping employees engaged, constantly learning and "bought in" to the goals of the firm and his/her role in meeting those goals, isn't so easy. In this issue of Counsel, R. Jason Anthoine, APR, president of The Cohesion Group, provides perspective and practical ideas on how to build and maintain a rewarding environment for employees. Click here to purchase a copy today - $25 PRSA Members, $40 Nonmembers.

Counsel (formerly the Monograph series) is the most comprehensive library of firm management information written for counselors, by counselors. With over 50 issues, the current collection explores nearly every aspect of firm operations - from getting started to building new business to succession planning. Counsel issues are available for purchase on the Counselors Academy Web site. Add these invaluable resources to your collection today!

Special Hurricane Considerations Available for Members

As a result of the recent hurricanes that have severely affected many of our members throughout the country, PRSA is making special considerations to accommodate their needs. If you have any questions regarding extensions on membership renewals, conference registration deadlines, or ways that PRSA can help you or your Chapter, please contact PRSA headquarters at 212-460-1400. PRSA is committed to doing all that we can to assist our members during these difficult times.

Attention New Professionals!

Whether you are a recent public relations graduate just hitting the job market, a PRSSA alumnus making a transition to PRSA, or a seasoned professional from another career discipline switching to public relations - PRSA's New Professionals Affinity Group is for you. This group offers valuable career development support and other services and benefits geared specifically to new public relations professionals (those with three years or less of public relations experience - regardless of age). Dues are $15 per year and you must be a current PRSA Member (or Associate Member) to join. For more information, including a list of benefits and services, or to join, click here.

Benefits: For Members Only

PRSA members are eligible to receive special rates on teleconferencing services, car rentals, office supplies and air freight, even a PRSA member credit card. PRSA also offers members insurance plans designed for them and their business, including liability and medical. For details visit MemberNet and click on Member Services. Don't remember your MemberNet login information? No problem. Click "retrieve your password" and it will be automatically sent to you.

Mark Your Calendar For These Professional Development Opportunities


Strategic Communications Planning
October 1, 2004 - Tampa

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.


Surviving "Gotcha" Journalism
October 5, 2004 - 3:00 p.m. EDT

As the need for news grows, so too does the need for good copy and sound bites. It's no secret that some reporters long for a flashy headline or a juicy controversy to help them ride above increased competition. This lively discussion with professional reporters will give you perspective from the "other side," as well as the tools you need to survive and thrive in this changing media marketplace.

For complete details, click here.

APR Study Teleseminar: Managing Public Relations with Diverse Publics
October 7, 2004 - 3:00 p.m. EDT

The third in a series of one-hour interactive teleseminars designed to help you study for the Examination for Accreditation for Public Relations. This session is designed to give you an overview of the following knowledge, skills and ability areas:

  • For Readiness Review: Management skills, client/employer/organizational focus, use of multiple delivery mechanisms and communication skills/writing and editing;
  • For the computer-based Examination: Management skills and issues, crisis communication management and media relations.

For complete details, click here.

Talking Business
October 12, 2004 - 3:00 p.m. EDT

Public speaking and verbal communication skills are the most powerful ingredients of leadership. Learn Jim Lukaszewski's unique approach to perfecting spokesperson, storytelling and leadership skills. He will describe the six secrets his approach explores: audiences, benefits, body language, introductions, language and preparation.

Participants will receive a special, personal assessment instrument to help gauge their current level of expertise; this brief self-analysis will help participants absorb and utilize the lessons Jim will share.

For complete details, click here.

Lost in Translation: How to Remove the Gobbledygook, Businessese, Technobabble and Other Gibberish from Your Copy
October 19, 2004 - 3:00 p.m. EDT

Jargon makes your copy longer, irritates your reader, demonstrates your lack of knowledge about the topic and may even suggest that your company is in trouble. No wonder consumers, business people and reporters are staging a "buzzword backlash."

For complete details, click here.

When the News Is Bad: Handling the Toughest Questions and Emotional Questioners
October 28, 2004 - 1:00 p.m. EDT

This program is designed to share simple, sensible, positive and specific techniques that can give you the self-assurance to move ahead. You'll gain an understanding of the nature and patterns of these tough questioners, while recognizing the emotional triggers that generate irritating behavior. The presentation will involve a seven-step process to deal with emotionally charged situations. It's a process that helps impose order, purpose and the useful structuring of information to reduce emotion, help people feel comfortable, and put you in control.

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


PR Agencies Are From Venus and Clients are From Mars: A Guide to Making the Planets Align
Sponsored by the Health Academy
October 5, 2004 - 12:00 p.m. EDT

This session will focus on strategies and processes health care public relations professionals can use to overcome typical client/agency relationship challenges and build true partnerships. This one-hour teleseminar will include both the agency and client perspectives and offer valuable insights on a range of topics such as:

  • Understanding internal challenges that are potential roadblocks
  • Identifying strategic priorities
  • Clarifying roles/needs of key participating parties
  • Streamlining communications and decision-making
  • Ensuring efficiency

The discussion will also touch on challenges specific to big pharma, biotech and non-profit organizations.

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

Expanding Your Independent Practice: Business Development Techniques that Work
Sponsored by the Independent Practitioners Alliance
October 5, 2004 - 2:00 p.m. EDT

Regardless of your business model - freelancer, consultant or virtual agency - you need to know how to grow and sustain your independent practice. What process do the most successful independents use to generate leads and land new accounts? What techniques can you employ to market your business and reach your ideal revenue objectives? This session's presenters will share business development strategies, practical examples and tips you can use today to win new business and boost profitability.

Three successful independents will discuss how they keep the pipeline full of new leads and win new business, including responding to RFPs and growing current accounts.

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

Public Relations in Eastern Asia: Cultural and Media Relations Differences
Sponsored by the International Section
October 5, 2004 - 2:00 p.m. EDT

If you think all Asian cultures are similar - think again! Japan, Korea, China and Thailand all have distinctive cultural characteristics that change the way in which international public relations professionals must work in each country. With the economic vitality and growing clout of these countries globally, American practitioners need the ability to avoid costly mistakes in both performance and relationships. Public relations practitioners in American organizations and firms in need of information about the culture, media and public relations performance have the opportunity to learn from the knowledge and experience of four panel members with knowledge of these Eastern Asian countries.

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

Evolution of PR: Emerging communication channels in the 21st century
FREE Web seminar offered by the PRSA Technology Section and Microsoft® Office Live Meeting
October 6, 2004 - 12:00 Noon EDT

How will Web logs, commonly known as blogs, affect the public relations professional? This emerging channel of communication that targets interested audiences and communities has the potential to fundamentally change how information is shared about our clients and their products and services. Blogs invite a new participatory journalism that we must be aware, of learn how to monitor and manage.

For further details, click here. To register for this event, click here or contact Alissa Marisch at 212-460-1461 or

Cause-Related Marketing: A Case Study from Liz Claiborne
Sponsored by the Strategic Social Responsibility Section
October 7, 2004 - 2:00 p.m. EDT
(Rescheduled from September 16)

In 1991, long before Cause-Related Marketing became part of the marketing and public relations lexicon, Liz Claiborne Inc. (LCI) became the first major corporation in America to take a stand on domestic violence when it launched an anti-abuse public awareness campaign. The program, known by its tagline "Love Is Not Abuse," resulted in part from research that revealed that approximately 93 percent of LCI consumers believe domestic violence is a problem in the United States and 91 percent would have a positive opinion of a company conducting an awareness campaign about the issue. Based on this and other research, the company developed a cause-marketing program focused on domestic-violence awareness. LCI has kept the program fresh each year by targeting different audiences with focused anti-abuse messages. Previous campaigns have been directed to women, men, parents, teens, college students, Corporate America and the legal and medical communities.

You'll learn:

  • What is cause-related marketing?
  • When is cause-related marketing an appropriate marketing strategy?
  • What are the hallmarks of a successful cause-related marketing program?
  • How do you identify the issue/cause that fits your brand or organization?
  • How do you develop resonance among the target consumer?
  • How do you obtain and maintain support from internal and external stakeholders?

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

Demonstrating the Power of Public Relations: Beyond Clip Valuation
Sponsored by the Health Academy
November 9, 2004 - 1:00 p.m. ET

For health care communicators, demonstrating the value of their efforts to their organizations, companies and clients can be a challenge. One of the most common means for evaluating public relations successes is to assign a value to generated media coverage. Understanding the components of a media value report and how to use accepted procedures for developing one is a primary step in demonstrating the power of public relations. Learn how to demonstrate the return on investment (ROI) your organizations, companies and clients expect through media value reports.

However, many public relations initiatives, such as research, executive training and Internet marketing, extend far beyond placing stories and generating media coverage. How can you adequately demonstrate the positive effects of those efforts? From analyzing Web site traffic statistics and tracking speaking engagements against sales, to changing public opinion and gauging credibility, there are numerous ways to demonstrate the power of public relations beyond clip valuation. Join teleseminar leader John Deveney, ABC, APR, as he shares specific strategies for demonstrating the effectiveness of your efforts.

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

Spin on Spam: How legislation to limit unsolicited e-mail may impact PR professionals
Sponsored by the Technology Section
November 18, 2004 - 2:00 p.m. ET

Unsolicited commercial e-mail has become a scourge for businesses and individuals alike. Marketing researchers estimate that junk e-mail, "phishing," scams to filch personal information and computer viruses cost more than $15 billion in personal losses and lost workplace productivity last year.

In January 2004, the Controlling the Assault of Non-Solicited Pornography and Marketing (CAN-SPAM) Act went into effect. The CAN-SPAM Act establishes requirements for those who send commercial e-mail, spells out penalties for spammers and companies whose products are advertised in spam if they violate the law, and gives consumers the right to ask e-mailers to stop spamming them. Join us in this thoughtful discussion to hear diverging viewpoints about a topic that impacts us both personally and professionally.

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

Daniel Keeney
(832) 467-2904
(214) 432-7555
Author: Daniel Keeney
Phone: (832) 467-2904
Fax: (214) 432-7555