Just got back from the venue preparatory meeting for the Western District Conference at the Riviera in Palm Springs. All I can say is "wow!" You are going to love this place. Shot this photo for you...shall we just say: "your table is waiting?!"
Author: Karen Bergh, 2010 President of PRSA-CIEC
March 23, 2010
APR Update: Public Relations vs. Marketing
Public Relations vs. Marketing
I'm a little behind on reading but got stuck in chapter one last night reading Effective Public Relations by Dr. Glen Broom who joined us last week at our meeting.
I understand the difference between marketing and PR. I've worked in small business marketing all my life so have never had much opportunity to separate the two functions. I firmly believe the line between marketing and PR is blurred due to the speed of communication and changes within communication channels thanks in large part to web 2.0.
The question is:
Do we as professionals do ourselves a disservice by not being well-versed in both PR and marketing?
Broom quotes the late Rex Harlow in the following definition of PR:
"Public relations is a distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance and cooperation between an organization and its public; involves the management of problems or issues; helps management to keep informed on and responsive to public opinion; defines and emphasizes the responsibility of management to serve the public interest; helps management keep abreast of and effectively utilize change, serving an early warning system to help anticipate trends; and uses research and sound and ethical communication as its principal tools."
After reading that I whipped out my Marketing Management (Kotler and Keller) text from my MBA marketing course and looked up the definition of marketing and the book quotes the American Marketing Association:
"Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large."
If you're a true nerd, you can read a 2008 press release by the AMA which redefines the definition of marketing.
Both public relations and marketing are extremely involved in the research of products and people. Both share media outlets and often times similar audiences. Both are important for helping executives make important decisions about products and messages. Both must use each other in the process of designing and message delivery.
Public relations may focus more on the exchange of ideas and marketing on that of products, but the ultimate goal of both are sales. Selling our "publics" on ideas and products are the core of what we do. Without it, we don't get paid.
So back to the question: Do we as professionals to ourselves a disservice by not being well-versed in both fields?
I'd like to leave you with one of my favorite new commercials by Coke. What a tremendous blend of PR/marketing.
Upcoming APR Deadline April 1st: National PRSA Application
My name is Aaron Norris and I'm this year's APR chair and APR candidate.
The time draws near for those interested to join our first group effort in achieving APR accreditation for the PRSA Inland Empire Chapter. The San Diego Chapter has graciously agreed to work with us on this process so the deadlines I'll mention below are extremely important if you want to take advantage of this collaborative process. The first and most important deadline coming up is April 1st. April 1st is the deadline for local candidates to turn in their quick and easy national APR application. It's short and easy.
The entire process will take anywhere from four months to a year depending on how long you wait to take the written test. Once you submit your national application, you have one year to complete the process. I've created a suggested reading guide and I will be posting blog posts every week to open up discussion on the topics reviewed in the reading. This will hopefully solidify content we're reviewing in the books as well as give us current examples of things covered in the reading.
We were very fortunate to have had Dr. Glen Broom at last week's lunch meeting. Dr. Broom, in case you didn't know, is author of Cutlip and Center's Effective Public Relations which is one of the main study materials for the accreditation written test. If you don't own it, get it now as it's the first book we'll be reading.
Upcoming APR Deadline April 1st: National PRSA Application
By Denis Wolcott, APR and President, The Wolcott Company and Diane L. Martin, MBA, WDC Chair and VP of Education and Professional Development, PRSA-Inland Empire Chapter
The emergence of online news and citizen journalism has changed the complexion of how PR pros get exposure for their clients and companies. However, recent surveys indicate the public is trusting non-traditional sources less and putting their faith back in mainstream news. We're not knocking social media, but getting a story in a major news outlet like Wired magazine or a national television network is still a critical avenue to communicate your story.
Hear from the reporters and editors on the front lines about what they are seeing in today's communications' chaos.
Make your story survive--learn how to navigate in the cluttered news media landscape and move your story to the top of the screen.
Harness the power of social media--position yourself as a strategic counselor, build your own and your organization's social media expertise and achieve measurable results tied to business goals.
Join your fellow PRSA practitioners at this year's Western District Conference in Palm Springs, April 28-30! You don't want to miss the opportunity to meet some of the top West Coast media contacts and network with peers from PRSA's five-state Western region of Arizona, California, Colorado, Hawaii and Nevada.
Author: Diane Martin
January 29, 2010
Social Media Coordinators, Anyone?
Hi, I'm testing our new auto blog system within StarChapter, the association management web-based system that drives our new PRSA-CIEC website.
This post is the first using the Board Blog feature (thanks, Allan and crew!).
Here's a quick question: how many firms do you know that have some kind of dedicated position for handling social media functions within the marketing and communications team? This is the person who would be responsible for the job duties captured so completely by business consultant blogger Nathan Gilliatt WAAAAAAAAAY back in Nov. 2006 (source: http://net-savvy.com/executive/defining-social-media-relation.html).
If you know of some organization or corporation that has such a dedicated person (we're talking full-time, paid staff or outsourced position), please comment!
ANY OUT THERE? SOCIAL MEDIA COORDINATOR:
Coordinate the development and implementation of social media engagement strategy and policies, including blogging policy, formal blogger relations programs and social media monitoring programs.
Train functional groups (such as marketing, communications, and HR) on the technology and culture of social media as it relates to their roles.
Serve as the primary contact for external service providers and vendors who support the monitoring of, and engagement with social media.
Coordinate company's tactical response to social media issues. o Consult with internal groups on appropriate responses to social media issues. Advise on the likely response of online communities to the company's plan. o Coordinate company response to social media crises; track engagement by appropriate groups (internal and external).
Author: Karen Terese Bergh
January 26, 2010
Recession? What Recession?
Many industries are, of course, suffering a downturn because of the recession. American business has learned the hard way that what causes fear is a lack of information, a lack of transparency.
Fortunately for today's communicators--particularly professionals in Public Relations--our jobs are needed now more than ever to help reach constituent audinces with the right messages, at the right time, using the right vehicle or channel. Employment of Public Relations specialists is expected to grow by 24 percent from 2008 to 2018, faster than avereage for all occupations, according to the U.S. Department of labor, Bureau of Labor Statistics (source: http://www.bls.gov/oco/ocos086.htm).
Good news for both those of us entrenched in our careers and for those college graduates who are savvy enough to combine a degree in PR, journalism or other communications-related field with a PR internship or significant related work experience. Those with additional language capabilities are expected to be in great demand--another plus for aspiring communications professionals in our diverse Inland Empire region of Southern California!
The California Inland Empire Chapter of the Public Relations Society of America is dedicated to investing in you, as you invest in yourself in 2010! Check back regularly to the site, to see what Professional Development/Education, networking and social, or recognition events are scheduled. We invite you to join us. Opportunities abound!
~Karen Bergh, 2010 President PRSA-CIEC
Author: Admin
January 25, 2010
Web 2.0 Could Cost You Your Job
It's the buzz term that's dominated our trade papers, infiltrated webinars and tradeshows, and the expression we can't get out of our executives' mouths. They don't know why they want it, they don't care what it takes, but they want it all, now. Twitter, Facebook, LinkedIn, MySpace, YouTube, FriendFeed, Yelp, wikis, forums, fan pages, groups, and whatever else makes up the ever-growing mix of technologies and sites that encompass web 2.0.
You know what? They have the right to want and worry and so should you. Not understanding web 2.0 technologies and how to effectively implement them could ultimately cost you your job. Your customers are out there on the World Wide Web talking about you and your product right now.
Are you listening? Where? How? To who? What are they saying?
Do you direct your company's web 2.0 strategy or have you been conveniently ignoring it? Do you have the resources and support internally to manage it? Do you have rogue executives championing web 2.0 without proper training? Or do you have an intern controlling your online efforts?
How are you measuring success? Sales? Brand awareness? Friends?
Welcome to what Charlene Li and Josh Bernoff describe as The Groundswell.
Unlike many of the "How to" books on the subject of web 2.0, The Groundswell offers an insightful and important look into "why" we should participate in social media technologies. Further, it focuses primarily on the relationships as opposed to the technologies which is exceedingly important and often overlooked. It begs us as professionals to smartly approach web 2.0 with the same discipline we do when designing media and public relations campaigns.
The truth is, not all companies need Twitter or Facebook accounts. Not all CEOs should run a blog. Most small business don't need a forum. But you're a pro, you know that. But how do you convince your company and executives that you're the expert and not their thirteen year old daughter serving as an intern for winter break?
The Groundswell gives us the tools to properly select the technologies and understand the potential ramifications of those technologies. It helps clarify where we'll most likely reach potential customers based on technographics and unearth those fanatic fans we want to engage.
On February 24th at our PRSA-CIEC monthly meeting, we'll be reviewing some of the key points from the Groundswell. We'll highlight key points, review important takeaways, select the best case studies, and even throw in some local case studies for discussion.
If you have the time, I highly recommend picking up a copy at your local book store. Whether you read it or not, you'll walk out of the meeting with actionable items, free tips and resources, and scripts to finally get your CEO off your back!
Come find out why the American Marketing Association gave it the Berry-AMA Book prize for best book in marketing and why it's been a top seller on Amazon and Business Week.
Author: Aaron Norris, MBA
December 06, 2009
Welcome to Our New Website!
Welcome to the PRSA-CIEC website, powered by StarChapter. We are excited to offer a variety of features for your convience and benefit, including:
online registration
the ability to pre-pay for luncheons and chapter events
ready access to news and updates from PRSA National
a place to upload PR-related content via video, still photograph or newsletter article
the opportunity to advertise your business with banner ads
current news, job postings, and connections you have come to expect from the Inland Empire's premiere association serving the public relations profession.
