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| Tuesday, September 7, 2010 |
| - In This Issue - |
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January Luncheon: “Creating and Marketing a Worldwide Event in Iowa”
After only one year the Hy-Vee Triathlon has become the signature event on the elite triathlon circuit. During our January meeting we will get a behind-the-scenes look at the event, including why Hy-Vee management decided to get involved in this specialized sport, as well as the role public relations played in the success of last year’s activities.
“Creating and Marketing a Worldwide Event in Iowa: A Behind-the-Scenes Look at the Inaugural Hy-Vee Triathlon and a Peek into 2008” will be Thursday, Jan. 17 from 11:30 a.m.-1 p.m. at the Hy-Vee Conference Center, 5820 Westown Parkway, West Des Moines. Cost is $20 for members; $25 for non-members and $15 for students. Register online at https://www.prsaciowa.org/register_new.php?md=2008-01-17 or email Adam Lackey at alackey@integermidwest.com by January 11.
For many of us, last year’s Hy-Vee Triathlon was our first exposure to the world of triathlon competition. Central Iowa fully embraced this first-time event. More than 1,000 Iowans participated in the age-group amateur race, and nearly 750 central Iowans volunteered on race day.
Come learn how public relations programs and activities will ensure the 2008 event, an Olympic team selection race scheduled for June 22, builds on the tremendous momentum created last year.
Each year Hy-Vee stores contribute several million dollars to schools, civic groups, and other nonprofit organizations within the communities they serve through the sponsorship of the Hy-Vee Triathlon, and various other events and causes. |
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Speakers Announced for April 8th Central Iowa PRSA Institute
This year's roster of speakers for Central Iowa PRSA Institute will offer a wealth of knowledge from their diverse experience in the PR field and promise to be a don't miss attraction for this annual event. Save the date now for the April 8 event and watch the Web site for more information coming soon.
Institute is sponsored by Beeline + Blue and Innova Ideas and Services, with speaker sponsorships from Pioneer Hi-Bred International, Inc., Two Rivers Marketing and PR Newswire. Additional event sponsors include Hanser and Associates, Principal Financial Group and Business Wire. Creative services are being donated by Flynn Wright.
Gerard Braud is an international professional speaker, trainer and consultant. He has developed crisis communications plans for the Internal Revenue Service, the U.S. Library of Congress, hospitals, universities, corporations and non-profit organizations.
Gerard draws on his experiences as a public relations professional since 1994, plus his 15 years as an award-winning front line journalist, to motivate and inspire others to action.
Judith Rich is president of Rich Relations - A Creativity Consultancy based out of Chicago. She is a former executive vice president and chief creative officer worldwide for Ketchum, a leading global public relations agency.
Elizabeth A. Pecsi has 30 years experience in leadership and communications skill development. In her current position with Unisys, she is responsible for strategic business planning and communications. At Unisys, she has initiated and directed an internal strategic business planning process that established a foundation for leadership to empower employees.
Dr. Dean Kruckeberg, professor of Communication Studies at the University of Northern Iowa, is a renowned leader in public relations research and education. For more than two decades Dr. Kruckeberg has helped to prepare communications students for cutting-edge PR careers.
Ferne Bonomi will lead a session to help celebrate our chapter’s 40th anniversary in 2008.
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Spring APR Course Set For February 2008
The Central Iowa Chapter of the Public Relations Society of America (PRSA) will offer a 12-week APR (Accreditation in Public Relations) course beginning in February 2008. The series of classes help prepare chapter candidates for the APR Readiness Review and computerized-based accreditation exam.
“The Central Iowa PRSA Chapter has one of the most respected APR preparation programs nationwide,” said Jennifer Perry, APR Director for 2007-2008. “Our coaches are an excellent group of current APRs who have an invaluable knowledge base to share.”
The course is facilitated by accredited chapter members and focuses on areas most important for accreditation including planning, publics and public opinion, research, communication theory, law and ethics and information technology.
The course fee is $40 for Central Iowa PRSA members and $50 for members of chapters outside Central Iowa.
The curriculum is used nationwide by PRSA chapters and other regional and national professional groups. It was developed in central Iowa by Henry Milam, APR, now retired from Drake University, and Ferne Bonomi, APR, Fellow PRSA. Bonomi revised the course to fit the new Examination for Accreditation in Public Relations launched in 2003 by the Universal Accreditation Board, of which she is a member.
For more information about the APR visit www.prsa.org (click on Professional Development/Accreditation). For questions or more information about the spring preparation program, contact Jennifer Perry at perryja@ihs.org or (515) 241-5283. |
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Congratulations to Daryl Andrews, APR, and Tina Marchetti, APR, who recently earned accreditation! To earn this distinction, Andrews and Marchetti participated in a 12-week preparation course through the chapter, passed a Readiness Review and passed a written exam.
Andrews is a market planning consultant at Nationwide Agribusiness. Marchetti is a senior media relations consultant at the Principal Financial Group.
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Meet Terri Hale
Position: Media Relations Officer
Company: Principal Financial Group
Alma Mater: Briar Cliff College
Family: Husband John Hale; children Nicholas, 23, Rebecca, 20, Hannah 16; stepdaughters Kimberly Hale and husband Trevor Gooch, Kristin Geisler and husband Michael Geisler, grandsons Owyn Goemaat (born Nov 14, 2007) and Eli Geisler (May 31, 2007).
How long have you been a member of PRSA? Since 2000
Your background is in broadcast journalism. How has that set you up for success in what you do today?
My decade in broadcast journalism gave me first hand knowledge of what it is like to be a reporter. I understand what constitutes news and that reporters work on deadlines. I also understand their allegiance is to their audience first. This information helps me in building relationships with journalists and in crafting news releases and pitches that are relevant to their work. Writing for daily newscasts also helped me to learn to write fast and distill complex information into conversational text.
There are so many bad interviews on TV because the subjects aren’t prepped properly and freeze on camera. What advice do you have for someone who finds themselves in the spotlight with no formal training?
My best advice is: don’t find yourself in that position. If you haven’t had training, don’t put yourself in front of a camera. I can’t think of a time when someone doesn’t have a choice in whether to be on camera (or do a print interview). You may not be able to control what a reporter airs or writes, but you certainly control whether you participate. If you decide to do an on camera interview and don’t have resources for formal training, consider these tips:
- Only agree to participate if you have enough time to prepare fully.
- Decide what you want to say. What are your three core messages on the topic?
- Practice saying them over and over again so they are concise.
- Anticipate reporter questions, the softballs and the out-of-the-park ones. Practice how you will answer them.
- Have something else to say besides “no comment.” No comment always sounds like you have something to hide.
- Be honest. If you don’t know the answer just say so and promise to get back to them. If it’s confidential or personal, say that. But don’t say “no comment.”
- Before you get in front of the camera, do something to calm nerves: slow deep breaths, shake your arms and hands, say the vowels out loud in an exaggerated way.
Other than your cell phone and wallet, what is one thing you always have in your purse?
Migraine medication and my Blackberry. One might argue that the latter may be creating the need for the former, but I do exercise restraint with mobile email. Migraines are just hereditary for me so I don’t leave home without my meds!
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Creating a New Normal Through Diversity of Thought
Social media is creating a new normal in today’s society. Consumers are defining brands and are only limited by their imaginations. At November’s PRSA luncheon, Cheryl Procter-Rogers, past president and CEO of national PRSA and owner of A Step Ahead Public Relations, said companies today must be of the world and not only awakened in times of crisis.
Cheryl stressed the importance of diversifying your school of thought. “Without resources and the ability to understand our clients’ needs, we can’t navigate the global marketplace,” she said. “It is important for us to step outside of our comfort zones.”
In order to do that, Cheryl spoke of five key principles:
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Compromise destroys innovation.
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Without risk there is no brilliance.
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Never forsake research for mainstream approval.
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Respect for individuals is our profession’s most sacred tenet.
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Only strategies and tactics that are memorable are the ones worth presenting and implementing.
She encouraged each public relations practitioner to become a mentor for a student or young professional. By building these relationships, the young person is able to teach the “seasoned professional” about social media and other new-age communication tools, she said.
“We need to change,” she said. “With due diligence, we can create a new normal.”
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Applications Now Being Accepted for Student, Professional Scholarships
PRSSA students and local communication professionals are encouraged to apply for one of three scholarships presented by the Central Iowa Chapter of PRSA. These annual scholarships are presented at Institute each spring to honor excellence and dedication in pursuit of a public relations undergraduate degree, professional development or an advanced degree in communications.
To qualify for the $1,000 Ferne Bonomi & Dr. Henry Milam Undergraduate Scholarship, students must:
- Be a junior or senior student at Drake University, Simpson College or Iowa State University (academic year 2007-2008);
- Be a public relations major, or a journalism/mass communication major with an emphasis in public relations;
- Have a grade point average of 3.0 or higher; and
- Be a member in good standing of the Public Relations Student Society of America (PRSSA).
Last year the Central Iowa Chapter’s Board of Directors introduced two $500 scholarships for chapter members pursuing an advanced communications degree or seeking assistance with costs associated with professional development courses, which includes the APR exam. Unfortunately, the inaugural year saw no applicants. We hope you take advantage of this financial support to further your professional development and advance your education.
The application deadline for all three scholarships is Friday, January 25, 2008.
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Wrapped up in Denim
By Marjorie Smith
Denim overflowed the rooms of the journalism school at Iowa State University last month as the ISU PRSSA Chapter collected more than 4,200 pairs of jeans for Habitat for Humanity.
The denim drive was part of Cotton Inc.’s Blue to Green campaign that informs students of the importance of recycling natural fibers such as cotton. All of the denim that was collected will be shredded and made into insulation for Habitat for Humanity homes in Louisiana. It takes about 500 pairs of jeans to insulate one home.
This is the second consecutive year that the ISU PRSSA chapter was involved in the drive. The fund raising committee, which consists of about 15 members, coordinated the drive. Last year, the chapter collected 2,100 pairs of denim.
This year the students more than doubled the donations. The chapter director of fund raising said she believes it was the publicity on KCCI at the beginning of the drive that really brought in the support.
“People from all over Iowa saw the broadcast and immediately became interested in the drive,” she said.
Schools, churches and area businesses were involved in the collection process. Jacobson Transportation out of Des Moines donated roughly 350 pairs to the drive, while Corning High School donated more than 500 pairs of denim. A few of the participants also included Roland Story High School, North Polk High School, and St. Thomas Aquinas Catholic Church.
The ISU PRSSA Chapter would like to thank all the groups who contributed this year.
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Know the Code (of Ethics)
Each month, PRSA Central Iowa features one of the provisions of the PRSA Code of Ethics in its newsletter. These articles help remind you of the importance of ethics in public relations, and of your ethical obligations as a PRSA member. For further information or guidance on ethics-related matters, please contact 2007-08 ethics chairperson Dave Remund, APR, Innova Ideas & Services, at (515) 875-4960, or dave.remund@sigler.com.
Provision: Disclosure of Information
Principle: Open communication fosters informed decision-making in a democratic society.
Intent: To build trust with the public by revealing all information needed for responsible decision-making.
Guidelines: As a PRSA member, you shall:
- Be honest and accurate in all communications.
- Act promptly to correct erroneous communications for which the member is responsible.
- Investigate the truthfulness and accuracy of information released on behalf of those represented.
- Reveal the sponsors for causes and interests represented.
- Disclose financial interest (such as stock ownership) in a client’s organization.
- Avoid deceptive practices.
Examples of Improper Conduct:
- A member implements “grass roots” campaigns or letter-writing campaigns to legislators on behalf of undisclosed interest groups.
- 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 “grass roots” campaigns.
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PRSA Recommends
The PRSA Professional Resources Center offers extensive resources designed to serve your professional needs, including an instructive, insightful selection of books offered to members at special rates. These publications include practical guides by PRSA Professional Development presenters including Ann Wiley, James Lukaszewski, Joan Gladstone and Angela Sinickas.
One book on the “PRSA Recommends” list is “Punk Marketing: Get Off Your Ass and Join the Revolution” (Collins, 2007). TV co-host Richard Laermer (TLC’s Taking Care of Business) and agency alum Mark Simmons (formerly of Crispin Porter + Bogusky) combine their considerable experience and wit to jolt readers into a new understanding of marketing’s ever-changing arena.
According to Publishers Weekly, the premise – and the promise – of Laermer’s and Simmons’ approach to marketing is likely a familiar one: power is shifting from corporation to consumer, meaning that “a brand is formed in the eye of the beholder – the consumer – and is not the property of the marketer.” As such, old-fashioned truisms like “any publicity is good publicity” have been subsumed by a new paradigm: “mediocre marketing does more harm than doing nothing.” Blunt, fair, fearless and outrageous-just like the marketing style they espouse-Laermer and Simmons explicate the marketing methods of the future in a tour of blogs, lingo, games, the “real simple” concept and the new standards of cyber-socializing. Though it covers some well-trod ground, there’s plenty of sound analysis and prescient advice here (not to mention humor) for forward-thinking marketers.
Visit the PRSA Bookstore and Marketplace for additional titles! Online ordering is available at the PRSA Store and Marketplace for PRSA Members; non-members please contact the PRSA Store at (212) 460-1459 or resources@prsa.org to complete your order! |
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