FORUM WINTER 2012 | VOLUME 44, ISSUE 2 | www.prssa.org/FORUMThe Publication of the Public Relations Student Society of America

OPEN FORUMMissed out on this year’s National Conference in Orlando? Catch up on the fun inside this issue.4-53 Read what it was like to communicate

during the tornado crisis response in Joplin, Mo.

LESSONS IN SOCIAL MEDIAfrom strategists who know

BY Keri CooKLiberty University

New media guru. Social network-ing genius. Social media expert.

These are real taglines, taken from the LinkedIn profiles of a few millennial public relations professionals.

Young practitioners are quick to label themselves as social me-dia specialists or experts, when in reality this often boils down to the fact they know how to set up a Facebook page and acquire a few hundred Twitter followers.

These individuals are focused on the tools they are using rather than the messages they can create and the results they can achieve through these social media tools.

So how can a professional

ensure that his or her social media efforts are strategic and effective? Some of the industry’s well-known authorities shared their advice to students and professionals.

TIE yOUR SOCIAL MEDIA EFFORTS TO bUSINESS-DRIvEN ObjECTIvES.

Before you decide to revamp your client or organization’s social media presence, make sure these activities are driven by a deep-root-ed, cohesive strategy. In most cas-es, this means setting measurable objectives that will demonstrate how your social media efforts are ultimately driving business growth.

Jay Baer, author of “The NOW Revolution” and well-known au-thority on social media and con-tent marketing, weighed in on the importance of tying social media

to specific business objectives. “The goal isn’t to be good at

social media,” he said. “The goal is to be good at business because of social media. Have a clearly articulated, mathematically de-fined idea of how social media is helping the company succeed.”

Jason Falls, a prominent social media speaker and consultant, said he agrees social media is intrinsical-ly entwined with communications, marketing and business strategy.

“You can’t be a social media expert if you’re not also an expert in those areas,” Falls said. “You can look up all the stats you want. If you’re trying to drive sales, the only one that really matters is the bottom line.”

SEE SoCiAL MeDiA, PAGE 2

“The goal isn’t to be good at social media. The goal is to be good at business because of social media. Have a clearly articulated, mathematically defined idea of how social media is helping the company succeed.”

–Jay Baer, author of “The NOW Revolution”

Inside Disney sportsQ&A with Faron Kelley, Disney Sports Attractions

BY SArAh houSeKneCht Syracuse University

Faron Kelley is a Disney vet-eran who has spent the majority of his 22 years involved in new busi-ness and product development. Since joining the Disney Sports Attractions team in 2008 as direc-tor of marketing, he has overseen the rebranding of the sports com-plex to incorporate ESPN and the launch of the runDisney brand.

Kelley discussed the “magic” his sports marketing team creates at Disney every day.

How does Disney use an inte-grated marketing communications (IMC) strategy?

KELLEy There are so many depart-ments working with the sports marketing team.

The list includes marketing, advertising, publicity, public re-lations, customer relationship management, social media, digital content and others.

The departments are integrated so the whole can benefit from the expertise of its parts.

Why do you think positioning marketing and public relations as one business function has been successful for Disney?KELLEy I’m a believer in leading with public relations. If you can

SEE DiSneY SPortS, PAGE 2

CourteSY Photo

$+ ÷ =

Oh, ThE PLACES yOU’LL gO...

2012 Regional Conferences

Com Day: Going Into The Wildwww.pucomday.tumblr.com

Feb. 24-25West Lafayette, Ind.Purdue University@pucomday

PR Advanced: Unleash Our Generationwww.pradvanced.com

Feb. 25Boston, Mass.Boston University@pradvanced

When Two Worlds Collide: Bridging Online and Offline Communicationwww.auprssa.org

March 23-24Washington, D.C.American University@au_prssa

Back to Basicswww.backtobasicshu.com

March 30-April 1Hempstead, N.Y.Hofstra University@Back2BasicsHU

Southern Hospitality

March 30-31Nashville, Tenn.Belmont University@PRSSAR5C

Y Are You in PR? A Study of Generation Y and the Professionwww.yareyouinpr.com

March 31-April 1 Statesboro, Ga.Georgia Southern University@YAreYouinPR

Bringing New Energy to PRwww.prssanevada.com

April 12-14Reno, Nev.University of Nevada at Reno@newenergy2PR

People Relationswww.uiowa.edu/~prssa

April 13-15Iowa City, IowaUniversity of Iowa@iowaprssa

LimitLess PRwww.limitlessPRinGR.wordpress.com

April 13-15,Grand Rapids, Mich.Grand Valley State University@PR_GR

From Student to Professionalwww.studenttoprofessional.com

Feb. 23-25Provo, UtahBrigham Young University@StudenttoPro

For more information about the PRSSA 2012 Regional Conferences, visit prssa.org/events/regional_conferences/.

WORRy LESS AbOUT ThE TOOLS yOU’RE USINg AND MORE AbOUT ThE AUDIENCE yOU’RE ENgAgINg.

Craig Kronenberger, senior vice president and managing director at Edelman Digital in Atlanta, reminds us that content is king.

“Always think about your story and what content will reach and engage your audience,” he said. “Don’t just use social me-dia to push out your messaging points. It’s not going to resonate unless you are listening to your audiences.”

Deirdre Breakenridge, CEO of the strategic firm Pure Perfor-mance Communications, recom-mends listening before trying to contribute to the conversation.

“Before interacting in dif-ferent social communities, we need to understand the sociol-ogy of those communities,” she said. “Watch the dynamics; it’s like a cocktail party. There are definite cultures and ways to participate, and we have to be respectful of that.”

hAvE A LITTLE PATIENCE.It takes time to determine

what you can accomplish through social media and what kind of content works best for your target public. Sarah Evans, new media consultant and own-er of Sevans Strategy, explains social media is not a cakewalk.

“It is not as simple as ‘if you build it, they will come.’ Most likely, you won’t create a social account and amass thousands of followers overnight,” Evans said. “Social media takes time, strategy and perseverance.”

SoCiAL MeDiACONTINUED FROM PAGE 1

FORUM® STAFF

editor in Chief Amy Bishop

Design editorSarah Thacker

Copy editorKristina Hunter

Photography editorAutumn Scaglione

Web editorAlisa Wiersema

FORUM® is published three times a year for PRSSA members.

The opinions expressed are not necessarily those of the Society or staff. The Editor in Chief reserves the right to refuse all copy.

Article submissions, comments and suggestions may be made via email to the FORUM® Editor in Chief at amylbish@indiana.edu.

FORUM® is produced by students at Indiana Univer-sity in Bloomington, Ind.

2011-2012

FORUMWinter 2012 | Volume 44, Issue 2 | www.prssa.org/FORUM2

get a half-page story on an event, that is worth more than the same space in advertising. You can real-ly tell a believable, credible story. An ad is easy to flip by, but a good story is hard to forget.

Then, advertising can be used as a positive reinforce-ment and reminder to the pub-lic relations effort. If you lead with public relations, it drives the call to action that can be supported by more traditional marketing methods.

How has the Disney sports busi-ness continued to change and grow in the last decade?KELLEy Sports are a part of the everyday lives of many people. Whether it is youth athletes get-ting involved in sports or adults trying to staying fit, it becomes a part of your everyday lifestyle. Families are talking sports at the

dinner table every night. Making the ESPN Wide World

of Sports Complex and runDin-sey part of that conversation ulti-mately leads to Disney vacations discussions at the table.

A little more than a year ago, Disney launched the runDisney brand — five marquee events built around endurance races and Disney experiences. Talk a little about how your team manages this new brand.KELLEy I am a big believer in brand management. The best definition I have ever heard for brand is “a promise kept.”

When we launched runDisney, we made a promise. Since that time, we have worked to make sure those promises are kept.

Every one of our runDisney races has certain attributes: Par-ticipants run through the parks, receive a one-of-a-kind Disney medal, great Disney guest service and Disney entertainment from start to finish. Then it’s wrapped

all around a Disney vacation. To maintain our promise, our

races are tied to Disney locations including our parks around the world.

CourteSY Photo | SARAH HOUSEKNECHT

Faron Kelley, director of marketing for Disney Sports Attractions, runs in a Disney-sponsored marathon.

DiSneY SPortSCONTINUED FROM PAGE 1

BY LinDSAY riDingerKent State University

At the end of the day, does your Chapter wait for the pen-nies to drop out of its piggy bank, or do your members relish in the weight of heavy earnings?

On Oct. 14, the Kent State University PRSSA Chapter pre-sented a Chapter Development Session at National Conference titled, “Cash In on Communica-tion: Reaching Your Fundraising Goals.” The presenters shared fundraising ideas and advice based on research and experienc-es with fundraising and collabo-rating with professionals.

USE A STRATEgIC APPROAChThe strategic approach is use-

ful when planning, implementing and evaluating an event. PRSSA Kent capitalizes on past events to better prepare for its two major

fundraisers: the YouToo Social Media Conference and the Home-coming Raffle.

Not only does planning begin months in advance, but student co-chairs establish committees and volunteers early to ensure their participation. These events raised more than $5,000 last year to sup-port National Conference atten-dance and other Chapter activities.

bUILD RELATIONShIPS Partner with local companies

for fundraisers. Particularly, rela-tionships with sponsoring PRSA Chapters can help secure support for events and fundraisers.

“It all starts with reaching out to your network,” Allison Brookes, Kent State University Chapter president, said. “Your network can connect you to po-tential donors. Reach out to your professors, alumni and public relations professionals.”

FOCUS ON A FEW EvENTS AND PUbLIC RELATIONS ExPERIENCE

Chapters will save resources, money and time by focusing on a few large events rather than many small events throughout the year. Consider donating your services through graphic design, social me-dia or event planning to an organi-zation willing to compensate your Chapter.

By planning ahead, recruiting member volunteers and network-ing with local professionals and businesses, PRSSA Chapters will improve their chances of raking in more dough throughout the year.

Lindsay Ridinger is a member of the Kent State University Chapter and presented during the “Cash In on Communica-tion: Reaching Your Fundraising Goals” session during the PRSSA 2011 National Conference.

‘Cash in on Communication’ helps Kent State University reach goals

APPLy FOR NATIONAL

AFFILIATION NOW

Is your firm well-established?YES NO

Is the firm PRSSA-centered?YES NO

Is the firm connected to PRSA?YES NO

Does the firm have professional and faculty support?YES NO

Are members and leadership accountable?YES NO

Is the firm outcome-driven? YES NO

Is the firm ethically-based?YES NO

Is the firm geared toward professional practice?YES NO

Is the firm organized and structured?YES NO

WORK TOWARDS NATIONAL

AFFILIATION IN ThE FUTURE

ShOULD yOUR FIRM APPLy FOR NATIONAL AFFILIATION?BY jeSSiCA noonAnAmerican University

There are more than 100 stu-dent-run PRSSA firms in the na-tion, but only to best of the best are Nationallly Affiliated. If you can answer “yes” to the following nine questions, your Chapter’s firm is ready to apply. Good luck!

For more information on preparing your student-run firm for national affiliation, contact Vice President of Professional Development Jessica Noonan at jnoonan90@gmail.com.

Our highly-caffeinated nation and industryBY SArAh thACKerIndiana University

In September, Dunkin’ Donuts released its annual survey results of U.S. coffee consumption trends.

Through a partnership with CareerBuilder, the survey looks at trends by factors such as industry, location and age.

Public relations and mar-keting professionals were the second most likely group to say they required coffee to make it through the work day.

Here’s a look into the highly-caffeinated industry.

Nearly half (46 percent) of workers in the U.S. say they are ‘less productive’ without coffee.

54% 46%

Of those Americans that do drink coffee, 61 percent drink two or more cups daily.

1

2

3

4

56789

Scientist/lab technician

Marketing/public relations professional

Education administrator

Editor/writer

Healthcare administrator

Physician

Food preparer

Professor

Social worker

Many young workers, ages 18 to 24, claimed coffee has helped them to advance their careers by providing networking opportunities.

ThE NATION OvERALL hOW INDUSTRIES STACK UP

DunKin’ DonutS | WWW.DUNKINDONUTS.COM/DDBLOG/2011/09/NEW_DUNKIN_DONUTS.HTML

FORUM Winter 2012 | Volume 44, Issue 2 | www.prssa.org/FORUM 3

BY BethAnY PerrYMissouri State University

This past May, the people

of Joplin, Mo., experienced one of the worst tornadoes this country has seen in decades.

After the rubble settled, public relations professionals were tasked with communicat-ing how to serve and assist the survivors.

TELLINg jOPLIN’S STORyOne of the responders to

the Joplin tornado was Ozarks Food Harvest, a Feeding America food bank located in

Springfield, Mo. Lindsey Ned-denriep, public relations man-ager at Ozarks Food Harvest, said that food banks are often considered experts in food distribution.

“Feeding America and food banks are not strangers to di-saster relief,” Neddenriep said. “They are in charge of the food distribution part of it.”

Since May, Ozarks Food Harvest has sent more than 2.5 million pounds of food, delivered more than 100 semi-truck loads and managed more than 1,000 volunteers. With the dramatically increased

workload, it took strategic communication to manage ev-erything. Neddenriep said the biggest communication chal-lenge was compelling people to volunteer in Springfield, not Joplin.

“Everyone wanted to go to Joplin,” Neddenriep said, adding that the challenge was showing people the result. “What they are doing in the warehouse is helping Joplin.”

PUbLIC RELATIONS INTERN gETS hANDS-ON ExPERIENCE

Sara McClendon, public

relations intern at Ozarks Food Harvest and student-run firm director at Missouri State Uni-versity’s Chapter of PRSSA, said it was important to com-municate all the relief needs so it encouraged people to help the food bank locally.

McClendon said they wanted to establish Ozarks Food Harvest as a go-to organization.

“We wanted people to know if they went to Ozarks Food Harvest’s website, Facebook, or Twitter, they could find out what they needed to do.”

During the summer, Mc-

Clendon occasionally put in 12-hour days — doing anything and everything.

“People would ask me, ‘what do you do; what part do you play?’ and I would say, ‘every part,’” McClendon said.

TIPS FOR COMMUNICATINg DURINg A DISASTER

Neddenriep advises public relations professionals during a disaster to give a consistent message – and have a consis-tent spokesperson – be em-pathetic at all times and be a professional storyteller.

CommuniCating in times of disaster

CourteSY Photo | DAN MICHEL, FEEDING AMERICA & OzARKS FOOD HARVEST

A Feeding America representative surveys the damage of the tornado that ran through Joplin, Mo., last May. Feeding America helped provide food to those who were displaced.

PRSSA 2012 National Assembly

Delegates have the opportunity to:» Vote on bylaw changes» Elect next year’s National Committee » Attend leadership training sessions and Assembly meetings» Participate in the Day-of-Competition, creating a “real-world” campaign in one hour

REgISTRATIONDEADLINE IS

FEb. 17

Charlotte, North CarolinaMarch 15-18www.prssa.org/Assembly

FORUMWinter 2012 | Volume 44, Issue 2 | www.prssa.org/FORUM4PRSSA 2011 NATIONAL CONFERENCE PERCEPTION IS REALITy

BY AMAnDA BroDziKGeorgia College and State University

Nearly 1,000 students from PRSSA Chapters across the country gathered in Orlando for the PRSSA 2011 National Conference. The Conference, held from Oct. 14-18, offered attendees a balanced mix of work and play.

Throughout the five-day Con-ference, attendees were invited to participate in Chapter development sessions, a Brazilian masquerade, a career exhibition, keynote address-es and General Sessions held at the PRSA 2011 International Conference.

The Conference featured infor-mational sessions led by public re-

lations experts in a variety of fields including entertainment, fashion, sports and healthcare.

The presenters centered on the Conference’s theme, “Perception is Reality,” which supplied students with information on effective com-munication. Social media, creativ-ity, networking, professional devel-opment and Chapter development were some of the many topics that were covered.

Some key takeaways included:

SOCIAL MEDIAThink before you post anything

to social media sites. Whether

Topics, advice from National ConferenceIn case you missed it, a list of key takeaways from this year’s sessions and speakers

nAMe Mayowa TomoriCLASS SeniorChAPter Indiana University - Purdue University Indianapolis (IUPUI)PoSition Member of the Chapter’s professional development committee

“At National Conference, I was inspired to tackle the impossible.

Peter Diamandis of the X PRIzE Foundation encouraged me to be bold and fearless. X PRIzE’s innovative cam-paigns and ideas pushed me to become more creative.”

nAMe Gina MasciantonioCLASS SophomoreChAPter Millersville University PoSition Chapter Vice President

“I learned that internships are necessary for a career in public relations. Professionals suggested at least three internships and multiple

writing samples for your portfolio. National Conference also taught me the importance of making and keeping connections.”

nAMe Naibi AguirreCLASS SeniorChAPter Universidad Argentina de la Empresa (UADE)PoSition Immediate Past Chapter President, Chapter Member

“Creativity is very important in public relations. Some people think it’s only important in advertising, but we need to be creative in public relations, too. Passion is very important. You must have passion for the industry and your clients to successfully tell their story.”

MEMbER ExPERIENCESBY MeLinDA BiegenFashion Institute of Technology

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WhERE ATTENDEES CAME FROMNearly 1,000 students traveled from all around the country to this year’s Conference in Orlando. The circles represent the number of people who came from each state.

SEE ADViCe, PAGE 7

MORE ON STATESForty-four of the 50 U.S. states were represented at this year’s Conference. Florida, California and Pennsylvania had the most attendees.

123

Florida– 150 members

California– 95 members

Pennsylvania– 70 members

88% of states represented

ExCLUSIvE COvERAgE FROM bLOg.PRSSA.ORgThe PRSSA Blog is a great place to stay updated on industry news, professional advice and stories from other Chapters. For session recaps and more PRSSA 2011 National Conference coverage, go to http://bit.ly/NationalConference. National Conference blog topics include:

Learning from Chapter best practicesSee what advice some of the top Chapters in the nation spoke about in Chapter Development Sessions, including:

• University of Northern Iowa’s “Programming Your Way To Be the Best Chapter in the Sea”• University of Nebraska Omaha’s “Once Upon at Time: Tell Your PRSSA Story” • Kent State University’s “Cash In On Communication: Reaching Your Fundraising Goal”• Grand Valley State University’s “Seeing the World, One Agency Visit at a Time”• DePaul University’s “DePaul PRSSA’s Favorite Things”• University of Wisconsin Oshkosh’s “How Your Small Chapter Can Dominate National Competitions”• Elon University’s “Dialogue Across the Divide”• University of Delaware’s “Changing Perceptions: How to Rebrand Your Chapter”

FORUM Winter 2012 | Volume 44, Issue 2 | www.prssa.org/FORUM 5PRSSA 2011 NATIONAL CONFERENCE PERCEPTION IS REALITy

BY KArA MCiVerPurdue University

Planning an event can be one of the most stressful and time-consuming endeavors a public rela-tions professional takes on. How-ever, it can also be one of the most rewarding.

Jacquline Bond, PRSSA 2011 National Conference Committee member and Carnaval co-chair from the University of Florida, shared her advice for planning your next event, whether it’s a large, formal dinner or a small social event.

If you attended the Carna-val Brazilian Masquerade at the PRSSA 2011 National Conference, you know the Committee carried the theme throughout the night beautifully. From the Brazilian

menu to the Portuguese sayings that trimmed the walls, this event stayed consistent. Bond said hav-ing a theme adds direction and cohesiveness to an event.

“Décor, entertainment, food and location can all be catered to a specific theme making the event unique and special,” Bond said. “It helps create an overall vision for the event and creates an extra amount of excitement for those at-

gerrY jAMeS | CAMPBELLSVILLE UNIVERSITY

Fresno State PRSSA Chapter member Elizabeth Borg and Chapter President Sarah Boyle take time for a photo during the Carnaval Masquerade social.

Event planning tips from the 2011 Conference Committee

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WhERE ATTENDEES CAME FROMNearly 1,000 students traveled from all around the country to this year’s Conference in Orlando. The circles represent the number of people who came from each state.

grAPhiC BY SArAh thACKer | INDIANA UNIVERSITY

Considering diversity in public relations planningQ&A with Laarni Rosca Dacanay, NBCUniversal

BY SiMon ohCalifornia State University, Fullerton

Laarni Rosca Dacanay is a di-versity communications specialist at NBCUniversal Corporate. She took time out from presenting at the PRSSA 2011 National Con-ference to answer a few questions about working in diversity public relations.

What does your work entail?DACANAy At NBC, I’m respon-sible for managing our diversity affinity communications, inter-nally and externally, and I work with our media coalition partners such as the NAACP and National Hispanic Coalition. I also manage executive communications for the chief diversity officer in tandem with

SEE PLAnning, PAGE 7

SEE DiVerSitY, PAGE 7

ExCLUSIvE COvERAgE FROM bLOg.PRSSA.ORgThe PRSSA Blog is a great place to stay updated on industry news, professional advice and stories from other Chapters. For session recaps and more PRSSA 2011 National Conference coverage, go to http://bit.ly/NationalConference. National Conference blog topics include:

Learning from Chapter best practices Communicating with media contactsSee what advice some of the top Chapters in the nation spoke about in Chapter Development Sessions, including:

• University of Northern Iowa’s “Programming Your Way To Be the Best Chapter in the Sea”• University of Nebraska Omaha’s “Once Upon at Time: Tell Your PRSSA Story” • Kent State University’s “Cash In On Communication: Reaching Your Fundraising Goal”• Grand Valley State University’s “Seeing the World, One Agency Visit at a Time”• DePaul University’s “DePaul PRSSA’s Favorite Things”• University of Wisconsin Oshkosh’s “How Your Small Chapter Can Dominate National Competitions”• Elon University’s “Dialogue Across the Divide”• University of Delaware’s “Changing Perceptions: How to Rebrand Your Chapter”

Fox News Senior Correspondent Rick Leventhal shared his advice for dealing with the media during a keynote speech at National Conference. Here are some of the key takeaways from his speech:

• Take journalism classes. It’s important to understand where the other side is coming from.• If an email is not addressed personally, it’s often discarded.• Include information related to what the journalist has done in the past and why they will be interested in the story.• Be as brief as possible.• Get an internship in production at a station as a way to network for future opportunities.• Get to know journalists. Invite them to an outing where you won’t pitch anything.• Two emails a week is good contact. Two emails a day is too much.

“Give yourself enough lead time to find the perfect ven-dors and items to go with your vision of the event.” – Jacquline Bond, National Conference Committee member

INTERNATIONAL

• Argentina• Canada• England• Mexico • New zealand

Outside of the U.S., five other countries were represented.

FORUM OPINIONWinter 2012 | Volume 44, Issue 2 | www.prssa.org/FORUM6

When I made the transition from classroom to cubeland, the biggest bear I faced was time management.

Students usually have the luxury of having at least a few days before turning in an assignment, whereas public relations practitioners of-ten have tasks that were due 10 minutes ago.

Instead of becoming over-whelmed, be prepared for these moments by practicing good time management. Use these tips as a reference.

FIND A SySTEM ThAT WORKS There are countless ways to sys-

tematically organize your time and responsibilities. Choosing the sys-tem that works best with your per-sonality will make adding agenda items easy to maintain, ensuring

follow-through of tasks. Checklists and calendars are two common ex-amples, but even the components within these systems are complex (e.g. digital vs. notebook, color cod-ing vs. separate pages). For me, Out-look’s built-in checklist app makes it easy to link specific emails to tasks, which I can assign a priority and deadline.

gET IT RIghT ThE FIRST TIMESo much of your day can be

wasted if your work requires heavy revisions. Successfully completing tasks the first time will not only al-low you to keep your other dead-lines, it also helps your colleagues keep theirs. Ask your supervisor questions before you begin an as-signment to clarify what the end product should look like. If you feel

a task is taking longer than neces-sary to complete, ask another staffer if they know a shortcut. Discovering efficient methods rewards you with more time in your day to accomplish other tasks.

PRIORITIzE AND MANAgE ExPECTATIONS

Working on multiple accounts or having multiple supervisors is a recipe for miscommunication. Man-agers rarely discuss the things on your plate, so it’s your job to raise flags when you have competing deadlines. Talking through assign-ments will sometimes uncover some flexibility in deadlines; maybe your supervisor has a long meeting at the time you were originally tasked to turn something in for review. I don’t recommend you challenge every

assignment, but do speak up when it is necessary.

Ryan McShane is an account executive at Taylor Global Inc. and works from the agency’s Charlotte office. He served as FORUM Edi-tor in Chief in 2007-08 and was a member of the Hanna E. Norton Chapter of PRSSA at Arkansas Tech University. In 2010, McShane was named Young Professional of the Year by Charlotte’s PRSA Chapter. His blog, ryanmcshane.com, is dedi-cated to advice for public relations students and young professionals.

Way back in the dark ages of the 1980s, my employer at the time, Eli Lilly and Company, gave me a big, boxy computer and asked me to stop using my coveted IBM Selectric II typewriter. At the time, I seriously questioned the need, but I eventually grew to enjoy that innovative device.

Today we take electronic in-formation processing for granted, but not that long ago many of us thought it was a geek-created fad. As I look back, I wish I had em-braced the change even quicker. That’s my message: Don’t hesitate to embrace all aspects of social media and other communication tools. Becoming fully engaged in technology positions you well for a rich future in the public relations profession.

I am not alone in urging future public relations pros to engage in a deeper command of all things

technological. Those making hir-ing decisions confirm the impor-tance of doing so.

“Entry-level candidates inter-ested in pursuing opportunities in public relations need to stay at the forefront of technologies that allow you to communicate,” says Travis Kessel, vice presi-dent of recruitment at Edelman Worldwide.

“These ever-evolving technolo-gies allow you to engage an audi-ence, and having proficiency with these tools and being able to com-municate effectively through them are worth their weight in gold to potential employers.”

Being fully adept in social me-dia also opens more job opportu-nities. Every recruiter is scouring resumes for hits of technological savvy, and those perceived as ear-ly adapters quickly stand out.

“Twitter and Facebook have

been the go-to campaign tools within agencies, but those who have a passion for finding and exploiting new technologies will shine as the agency stars of tomor-row,” Kessel said.

Academic programs are ad-justing curricula to provide more hands-on experiences, with social media gaining increasing focus.

“Once you master (or think you have mastered something), it changes again,” DePaul Univer-sity PRSSA Faculty Adviser Dan Azzaro said. “The best practitio-ners of tomorrow need to be able to see the forest for the trees — meaning you need to have a global idea and then see how technology and its ilk can be used.”

Employers are lining up to snap up those with technology and digi-tal skills, and social media jobs of-ten dominate job boards.

It may seem like preaching to

the choir to tell young profession-als to be on top of the social media cycle — you are the social media generation. But the message here is to not just be involved in the obvious. The challenge is to dig deeper and be able to use the new tools as they present themselves. The next “big thing” in business will wait for no one. The challenge will be in being aware of it and putting it to good use.

Ron Culp is a Chicago-based, independent public relations con-sultant who has held a variety of senior-level corporate and agency positions. He writes a career advice blog, www.culpwrit.com.

What if your Faculty Adviser is just not actively engaged with your Chapter? It’s unfortunate, but it happens. What do you do?

I’ll give you four techniques I believe will almost always work in these situations and, if done well, will make your Chapter stronger for it.

SEIzE ThE INITIATIvEJust as in the business world, you

aren’t always able to pick your boss. And let’s face it, some of them just aren’t going to engage or are going to be very hands-off.

So, assuming you’ve got your ducks in a row and know what your Chapter objectives are, seize the opportunity and lead your Chapter. It would be nice to be guided by your Adviser’s experi-ence, but often this type of leader will “rule by exception.” In other

words, you’ll know you’re doing well if you don’t hear anything from your “boss.”

ENTICE yOUR ADvISER TO ACTIONI wrote on my blog for Faculty

Advisers, www.prssapritch.com, that I was thankful for summer planning.

If your executive board can de-velop your goals and objectives by the end of the spring semester and can put your programming together during the summer, you may find that all this organization and leadership may inspire your Faculty Adviser to jump in on his or her part.

REACh OUT TO ThE NATIONAL FACULTy ADvISER

As the National Faculty Adviser for PRSSA, I not only support the other members of the National Committee, I support all Chapters

and their Faculty Advisers. Sometimes the best way to re-

solve an issue is for me talk to you and/or your Faculty Adviser about any questions or issues you’re facing. Also, don’t forget Sonja Popp-Stahly, APR, the PRSSA Na-tional Professional Adviser, who can help with Professional Adviser matters.

ASK hEADqUARTERS TO SURvEy yOUR LOCAL PRSSA ChAPTERS

If you’ve tried everything in the first three techniques without positive results, it may be time to consider asking Headquarters to poll local PRSSA Chapters on how well your Chapter is doing overall and in respect to other local PRSSA Chapters.

This is a new concept that looks at all aspects of your Chapter from your use of your Professional

Adviser, to how the Faculty Adviser functions within the Chapter to the relationship between your Chap-ter and your parent PRSA Chapter. The idea is to provide the National Committee and Headquarters with information related to where they can help or intervene.

The bottom line is I want you to be successful. PRSSA can and should be an important resource in your professional development. I’m happy to tackle your concerns, so please let me know how to help you improve your relationship with your Faculty Adviser.

tALeS FroM CuBeLAnD

rYAn MCShAne Account executiveTaylor Global Inc.

3 tips for successful time management

CuLPWrit on CAreerS

Go beyond basics to launch social media careerron CuLP Professional Director of Graduate PR & Advertising, DePaul University

ADViCe on ADViSerS

BoB “PritCh” PritChArD,APr, FeLLoW PrSA PRSSA National Faculty Adviser

Engaging the disengaged Faculty Adviser

ADAM AiSner2011-2012 PRSSA National President

PrACtiCe MAKeS PerFeCt

Finding the leader

within

How can you develop into a successful leader? A great deal can be said about leadership, more than this column will al-low. For now, I’ve narrowed the discussion down to six key lead-ership points and best practices.

The first is that being a leader is all about teamwork. You start by being a team player and showing your support for the other teammates. Once they respect you as a member of their team, they can then respect you as a leader.

Have a positive attitude and listen. Your attitude will affect the others around you. Good leaders know that staying positive increases the efforts of the team. In addition, listen to your teammates. Their views are important; by encouraging their diverse opinions, you will maximize and think more about all strategic outcomes.

Find your leadership style. Everyone has a different style of motivating and leading their team. For me personally, this is the most challenging part. This is the stage in which you learn how to approach leadership. It varies from person to person, but every leader has their approach. Find your style and develop it.

A good leadership practice is to accept new challenges and have a vision. Leaders should have a clear and concise vision that leads them through new challenges. Test your limits and let your team rise to new chal-lenges. It will greatly improve your leadership skills and sharp-en your skills as a practitioner.

As you develop your leader-ship style, there will always be room for improvement. My advice is to graciously accept all negative and positive feedback that is offered and treat it as a learning opportunity. When you receive constructive criticism, don’t take it personally. A leader understands that by accepting feedback, they can learn what to improve on. Next time you will be even better than before.

Lastly, don’t be afraid to make mistakes as a leader. It is okay to realize that something hasn’t worked, just be sure to learn from that mistake and improve for the future.

Now that you have some tips for leadership, be sure to practice them whenever you can, whether it be within your Chapter or at an internship. Don’t be afraid to step up and take on new chal-lenges. Find the leader within and make things happen.

FORUM OPINION 7Winter 2012 | Volume 44, Issue 2 | www.prssa.org/FORUM

The Louisiana State Univer-sity PRSSA Chapter was one of 12 Chapters honored with the Star Chapter Award at the PRSSA 2011 National Conference in Orlando.

This national award encour-ages Chapters to provide spe-cific programming and relation-ship-building opportunities for members.

“The Star Chapter Award is such a great accomplishment for LSU’s Chapter of PRSSA. The executive board carefully planned a year full of profession-al, philanthropic, fundraising and social events,” said Lindsay Rabalais, vice president of the LSU Chapter during the 2010-2011 academic year.

To qualify for the award, LSU PRSSA implemented an array of initiatives including ethics pro-gramming, strengthening their PRSA relationship, gaining me-dia coverage and reaching out to students in other academic programs.

Below are some ways LSU PRSSA executed these initia-tives, which may inspire you and your Chapter to implement simi-lar initiatives and apply for Star Chapter status next year.

EThICS PROgRAMMINgTo implement the national

ethics initiative, the LSU Chap-ter invited Andrea Clesi, former-ly a co-anchor of WBRZ News2 Louisiana, to give a presentation on being ethical as a mass com-munications professional.

The Chapter members dis-cussed the unethical practices demonstrated by the public rela-tions professional, Samantha, on “Sex in the City.” They discussed how some of the character’s ac-tions contradict ethical values of serving the public.

bUILDINg RELATIONShIPS WITh SPONSORINg PRSA ChAPTERS

LSU PRSSA organized a professional development event with the Baton Rouge PRSA Chapter for graduating seniors. PRSA members gave a presenta-tion on job interviews, met indi-vidually with students to review their portfolios and demonstrated what to wear for interviews.

SECURINg LOCAL MEDIA COvERAgE

Two members from the LSU Chapter were featured in the Public Relations Association of Louisiana newsletter for receiving scholar-ships from the organization.

The Baton Rouge PRSA Chapter also posted information about the LSU Bateman Case Study Competition team receiv-ing an honorable mention in the 2010 Competition.

REAChINg OUT TO OThER DISCIPLINES

The Chapter reached out to journalism students and profes-sionals. Ellen Kennerly, an LSU journalism professional in resi-dence, spoke at a meeting about the relationship between journal-ism and public relations and en-couraged students in each field to learn from each other.

“Everything from ‘PRSSA Philanthropy’ to our profession-al development workshop and Chapter socials really contributed to a dynamic year full of partici-pation from members and great opportunities to grow as a profes-sional,” 2010-2011 LSU Chap-ter President Jennie Armstrong said. “We wanted to represent PRSSA well in our school, in the local community and in the nation.”

Setting the PACe

eLiSe BernArD Louisiana State University

How To Earn Star Chapter Status

CourteSY Photo | ANDY MENG/CRAIG HUEY PHOTOGRAPHY

Along with National President Adam Aisner, PRSSA members at National Conference represent the 12 Chapters that received the Star Chapter Award.

Help your Chapter meet eight of these 10 requirements and com-plete the application form and you could be a PRSSA Star Chapter. You will also strengthen your Chapter in the process.

STAR ChAPTER REqUIREMENTS

Complete at least one community service project.Strengthen your relation-ship with your parent PRSA Chapter.Give attention to ethics in at least one Chapter meeting.Apply for individual National PRSSA scholarships or awards.Apply for National PRSSA Chapter Awards.Implement at least one National initiative.Have at least one member attend a National event or Regional Conference. Gain positive attention for your Chapter in at least one campus or community publication or other media.Reach out to other disciplines and invite them to attend at least one Chapter meeting.Confirm that at least 10 percent of your graduating seniors applied for PRSA Associate Membership. Chapters with fewer than 10 senior members need to confirm one application.

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ONLINE ONLyFor more information about the Star Chapter Award visit:http://bit.ly/StarChapter.

you post for personal or profes-sional reasons, you do not want to send the wrong image to your followers.

Interact with your followers. Everyone wants to belong. Make sure your audience feels connected to your brand online.

Stay up to speed technological-ly. Many hesitate to join the new Google+ because they do not think Facebook is going to disappear, but who still uses MySpace? Don’t be afraid to try out new tools.

CREATIvITyCreativity cannot be forced. In-

stead, foster creativity by stimulat-ing your mind through reading and learning.

Do not be afraid to take a risk. Creativity is full of risks; if it were safe, it would not be creative.

Employ visual creativity. Grab a video camera and have fun! Af-ter all, YouTube is the second most popular search engine behind Google.

NETWORKINgConnect with PRSA after

graduation. You may move away from friends and family, but wherever you go, there will be a PRSA Chapter.

Get out there. To effectively practice public relations, you must have connections that are not lim-ited to the public relations field.

PROFESSIONAL DEvELOPMENTBrand yourself. Just like a fa-

vorite brand or product, be sure that your image is cohesive and speaks for you. Try matching your business cards and resume or cre-ating an infographic resume.

Consider shadowing profes-sionals. Not sure what public rela-tions niche is right for you? Ask professionals in various fields in your area if you can shadow them for a day.

Always exhibit trust and loy-alty. Ethics is the cornerstone of public relations.

ChAPTER DEvELOPMENTConnect with alumni. Seek out

former Chapter members to speak at meetings, schedule agency vis-its and fundraise.

Make sure your Chapter leader-ship is on the same page. Consider updating bylaws or executive mem-ber contracts to be certain members know what is expected of them.

Fundraise, fundraise, fundraise. To enter competitions, host events or go on agency tours, your Chap-ter will need financial support. Try contacting everyone from small, local businesses to larger corpora-tions to see if they will donate their products or assist in another way.

To learn more about these top-ics and others that can be applied to the real world, visit http://www.prssa.org/events/Conference/Pro-gram/Speaker%20Presentations to see presentations from National Conference.

ADViCe CONTINUED FROM PAGE 4

tending and creates a memorable experience.”

That experience is also depen-dent upon the time you spend on the smallest details.

“The smallest items, even though they may seem insignifi-cant, can make the most impact,” Bond said. “For example, it took more than three months to find the right masks to adequately fit our vision for Carnaval.”

Lastly, Bond stressed creating a timeline, sticking to your bud-

get and keeping communication open with everyone from your committee members to vendors.

Even small budgets can create memorable galas. Keep in mind to plan wisely and prioritize your event’s needs and wants. Talking to your team and vendors consis-tently allows you to share the vi-sion, see samples and get plenty of help when you need it.

“Give yourself enough lead time to find the perfect vendors and items to go with your vision of the event,” she said. “We be-gan planning for Carnaval eight months prior to the actual event. The sooner you start, the better.”

PLAnning CONTINUED FROM PAGE 5

corporate communications.

Why is diversity more important than ever before?DACANAy As our country is now more blended and multicultural, it’s important to understand our audiences when reaching out to the masses through television and movies. If we didn’t reach out to diverse audiences, we would be out of business.

Why is diversity an important consideration for the public re-lations field?DACANAy There is so much focus on minorities and multi-ethnic-ities; you’re seeing the word “inclusion” come into play. It spotlights people of all different backgrounds.

Also, employees working in

an environment that embraces diversity will be happy and productive, which is good for business as well.

What are the challenges and benefits of reaching out to di-verse audiences?DACANAy The challenge is chang-ing the way people think and having them realize an inclusive point of view.

The benefit is that when people are more inclusive, they often have more open minds and varied ideas that make them consider looking at diverse can-didates, projects or products.

What advice do you have for stu-dents pursuing careers in diver-sity relations?DACANAy Follow your dream, stay persistent, have fun learning and believe anything is possible.

DiVerSitY CONTINUED FROM PAGE 5

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