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| Friday, September 3, 2010 |
| - In This Issue - |
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PR Measurement and Evaluation: The Good, the Bad and the Ugly
Research, measurement and evaluation are critical in this day and age to ensure that PR practitioners achieve organizational needs and business goals. However, many struggle to get their arms around it – “selling” the need for research; conducting and managing the process; defining measurement and evaluation budgets; and effectively building it into planning processes.
Join Central Iowa PRSA Thursday, Feb. 21 for an in-depth look at research, measurement and evaluation and why it’s important for you and your organization. The monthly luncheon will be held at DeWaay Capital Management, 13001 University Ave., from 11:30 a.m.-1 p.m. Cost for members is $20; nonmembers $25 and students $15.
This program, designed for new and highly experienced practitioners alike, will review:
- History – how did PR get into such a mess?
- A common foundation: outputs, out-takes, outcomes and outgrowths
- Media metrics – from best to worst
- How to turn media “outputs” into business “outcomes”
- How we’ve come full circle –from word-of-mouth, to media, and back to word-of-mouth
- Measurement in a social-media world
- Measurement steps you can implement today
During this presentation, Bob Giblin, APR, senior public relations counselor and director of research, measurement and evaluation for Morgan & Myers, will discuss why research, measurement and evaluation are more important than ever, and review a range of research methods you can use to add value while maintaining your budget.
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Eat, Drink and Celebrate with New APRs
Please join us at 7 p.m. Tuesday, February 26 at Bravo! Jordan Creek Town Center to celebrate the addition of two new APRs to the PRSA Central Iowa chapter. Don’t miss this opportunity to welcome Tina Marchetti and Daryl Andrews, who both worked long and hard to achieve this designation. In addition to recognizing their achievement, it’s a great chance to reconnect with old friends from your own testing days.
Need more convincing? We’re also planning to debate whether the new multiple-choice test is easier or tougher than the old format. The sparks will fly faster and hotter than a CNN special with Hillary, Barack, John and Mitt combined! Bring your-research based answers and we’ll hash it out!
Who: All PRSA Central Iowa chapter APRs
What: APR Dinner
When: 7 p.m. Tuesday, February 26, 2008
Where: Bravo!
Jordan Creek Town Center
120 South Jordan Creek Parkway
West Des Moines
Cost: $30 (Check or cash accepted at door.)
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Meet Traci Rodemeyer
 Position: Pork Information Manager
Company: National Pork Board
Alma Mater: Buena Vista University; Storm Lake, IA
Family: husband (married almost 4 years)
How long have you been a member of PRSA? I attended my first PRSA International Conference last year in Philadelphia, and this is my first year as a PRSA member.
The Pork Checkoff now offers “PorkPod,” an “all pork, all the time” podcast. Why was the decision made to start using this technology as a PR tool and has it been successful?
Within the past year, we have implemented several new communication tools to reach both pork producers and consumers. The PorkPod is a new feature that allows pork producers to either download or listen to audio files of interviews with industry experts. We have also recently joined the “blogosphere,” and we have two new blogs: Pork ‘N’ Friends is a blog on TheOtherWhiteMeat.com that is written with consumer issues in mind, while “The Scoop” blog is posted on Pork.org and geared more towards pork producers and industry issues. Social media and “Web 2.0” have changed the way PR professionals communicate their messages. Instead of relying solely on the media to get messages to our target audience, we are constantly utilizing technology in new and creative ways to interact and engage with our audiences.
What was your awareness of the pork/hog industry prior to starting this job? Were you raised on a farm or were you a catch-up-quick city girl?
The only knowledge I had of the pork industry was through my brother-in-law, who oversees multiple hog operations in northern Iowa. Although I work primarily on consumer communications and pork education, having some knowledge of agriculture and pork production is important so that I have a complete understanding and appreciation for the entire industry. During my first few months at the Pork Board, I immersed myself in learning about the different cuts of pork, its nutritional attributes and proper cooking methods, as well as industry issues such as environmental stewardship, animal care and economics.
What would you say is the best part of your job? The hardest part?
The best part of my job is when a pork producer benefits from the hard work that we do. When a producer understands the value that we bring to the industry, that pat on the back is a great added bonus. The hardest part of my job is staying on top of the ever changing issues within the industry and addressing them appropriately. Whether it’s animal care or food safety, the pork industry deals with a multitude of issues that people are interested in. We pride ourselves in being a reputable resource for the public, which means we need to be knowledgeable on the issues and have the most up-to-date, factual information.
People in the pork industry seem to be passionate about it. Is this a benefit or a hindrance and why?
Pork producers are some of the most passionate and hard-working people I know. They are proud of what they do, and they work hard to ensure that they produce the best quality pork for consumers. Because pork producers are so passionate, they make great spokespeople for the industry. Whether it’s for a press release, blog posting, cooking demonstration or community speech, we utilize pork producers to deliver our messages because they are credible and consumers can relate to them.
How do you like to eat pork?
My favorite meal is a grilled pork tenderloin that’s been brushed with a sweet, honey-based sauce. YUM! |
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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 this 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: Safeguarding Confidences
Principle: Client trust requires appropriate protection of confidential and private information.
Intent: To protect the privacy rights of clients, organizations, and individuals by safeguarding confidential information.
Guidelines: As a PRSA member, you shall:
- Safeguard the confidences and privacy rights of present, former, and prospective clients and employees.
- Protect privileged, confidential, or insider information gained from a client or organization.
Immediately advise an appropriate authority if a member discovers that confidential information is being divulged by an employee of a client company or organization.
Examples of Improper Conduct:
- A member changes jobs, takes confidential information, and uses that information in the new position to the detriment of the former employer.
- A member intentionally leaks proprietary information to the detriment of some other party.
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PR Pros on the Move
| Erica Laust, an Adel native, has joined Hanser & Associates (H&A) as Account Executive. Laust’s experience includes creating and implementing public relations programs for clients such as Burger King, Cub Cadet, Iowa Speedway, Office Depot, PUMA and Shell Oil. She previously worked at Edelman in Chicago. |
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 Amanda Mullin has been promoted to account executive at West Des Moines-based Hanser & Associates (H&A). Mullin was assistant account executive.
Mullin’s experience includes creating and implementing public relations programs for Coach USA, Des Moines Home & Garden Show, Nebraska Department of Health and Human Services, and Upper Iowa University.
Hanser & Associates (H&A) is a national public relations firm that delivers smart counsel, creative campaigns, superior service and results that build clients’ business. H&A is equity partner in Pinnacle Worldwide, Inc., an international corporation of independently owned public relations firms with more than 1,200 employees in 60 major cities in 30 countries. Visit www.hanser.com for more information.
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Multicultural Communications: Think About It
February is Black History Month which is the perfect time to think about how public relations professionals connect to their diverse audiences.
The Public Relations Society of America offers several distinctive sections which any PRSA member can join for an additional fee. The PRSA Multicultural Communications Professional Interest Section provides unique education and information-sharing opportunities for PR professionals who communicate the development and implementation of programs and activities to diverse audiences.
Membership in this section grants access to resources like networking opportunities, newsletter, online member directory and reduced registration fees for Section teleseminars and scholarship programs. The Section also serves as a forum for addressing issues of concern to members such as employment, career advancement and preparing the next generation of public relations professionals.
If you’re not interested in joining the Section, but are interested in expanding your client’s, company’s or organization’s diverse audiences, PRSA offers a free, downloadable “Diversity Tool Kit.” The tool kit was designed for PRSA chapters, districts and sections, but easily translates to the business world, with practical advice and real-life examples of how companies have defined and embraced their diverse audiences. |
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PRSA Recommends: "Damage Control"
 As public relations professionals, we are trained to deal with crisis situations big or small. Your client, company or organization relies on you and your background to deftly steer through the minefield of controversy with the promise of a good name still intact on the other end.
Two masters of crisis management, authors Eric Dezenhall and John Weber, have written Damage Control: Why Everything You Know About Crisis Management is Wrong, a contrarian, in-your-face account of actual crisis cases that were treated in a way that goes against conventional wisdom.
Dezenhall and Weber have helped countless companies, politicians and celebrities get out of various kinds of trouble. They counter that the famous Tylenol/cyanide scare of 1982—supposedly proof that making nice, admitting fault and taking immediate corrective action is all you need to do—is actually nothing like the typical corporate crisis.
Dezenhall is founder and CE of Dezenhall Resources, one of the nation’s leading crisis management firms. Weber is the president of Dezenhall Resources. Together, they reveal what really works, what really doesn’t, and how to survive a career-threatening situation. |
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Featured Job in Central Iowa
Hanser & Associates
H&A is hiring now due to recent addition of clients. To apply for positions, email your cover letter and resume to Bonnie Hanser at bhanser@hanser.com. Visit www.hanser.com for more information.
PR Account Executive / Assistant Account Executive
Both positions require experience (three+ years for AE and one year for AAE) in public relations, including program planning and implementation – especially media relations. Strong writing, strategic thinking, and Internet research skills required. Product launch/corporate marketing experience in the consumer products, travel/tourism, healthcare, tech or financial services industries a plus. |
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Hy-Vee Triathlon Hard Work….But Worth It
Beth Damm, Director of Marketing Projects for HyVee, described the hard work and elite efforts involved in making the Hy-Vee Triathlon a Word Class event in Des Moines at the January 17 PRSA luncheon. Damm provided an insider’s glimpse at a sport that has earned Olympic status faster than any other sport recognized in the Olympic games, and talked about why Des Moines is so well qualified to host an Olympic qualifying event.
Organizing a high profile health and fitness event while highlighting the Des Moines community was a significant challenge, but Damm and her team worked determinedly to create a successful race, including a course that accommodated athletes, spectators and media crews. Iowa’s excitement over the race was clearly demonstrated by the more than 1,000 Iowans who competed and 750 who volunteered.
The Hy-Vee Triathlon currently holds the largest purse of any triathlon worldwide at $200,000 and a Hummer – estimated together to be worth $700,000. In only its first year, the race earned national attention, hosting elite athletes from around the world and being broadcast locally and nationally on NBC Sports.
With the 2008 Hy-Vee Triathlon less than six months away, Damm expresses excitement about the adjustments she and her team have made to increase the race’s intensity. Now that it is part of the Elite Triathlon Circuit, with the champions from both the men’s and women’s Elite division qualifying for the Olympic team, Damm believes the event has staying power. It’s currently the only triathlon hosted by a private corporation.
The 2008 race, which will invite World Class athletes to take a shot at representing the United States at the 2009 Beijing Olympic Games, will have a variety of activities for people of all ages and athletic ability.
Bonomi Ready for Hy-Vee Triathlon
 Founding member of Central Iowa PRSA Ferne Bonomi, APR, Fellow PRSA, was the lucky recipient of a Hy-Vee Triathlon jersey at the January luncheon which featured the event for its program.
Beth Damm, director of marketing projects for Hy-Vee and Triathlon event coordinator, presented the official jersey to Bonomi following her presentation.
No question the 2008 Hy-Vee Triathlon will bring thousands of spectators, athletes and support personnel to Des Moines. The only question now is, will we see Bonomi on the course? |
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