President's Message
 As professional communicators, we're challenged daily to make informed decisions and provide wise counsel on the best use of communications tools and media channels. Newsletters. Press releases. Podcasts. Blogs. Take your pick. There are plenty to choose.
Media relations professionals have often used video news releases as an effective tool to get noticed by broadcasters. Until recently, the use of VNRs, satellite media tours and b-roll went unquestioned. But last year's debate over government-produced VNRs cast a shadow over these pre-packaged products and called into question the ethics of those who produced them. The controversy even sparked criticism and caution by National PRSA past-president Judith Phair, APR, who advised PR professionals to produce and disseminate VNRs "with the highest levels of transparency, candor and honesty," urging us to reveal the sponsors for the causes and interests represented and disclose all financial interests related to the prepackaged products.
Despite the news criticism, pre-packaged tapes continue to be an effective way to reach the media. This month's luncheon program features a panel of experts who will shine a much brighter spotlight on the continued use and success of these broadcast media tools.
- Jim Hampton, public relations director at Embry-Riddle Aeronautical University, will talk about his success using broadcast media tools.
- Doug Brown, owner of CDB Productions, will share tips on ways to produce and distribute VNR's, SMT's and B-roll that get noticed.
- Steve Chavarie, director of news programming at Central Florida News 13, will offer advice on the best way to get your tapes aired on the news.
The program is geared toward decision-makers who want to know when and how to use VNRs, Satellite Media Tours and B-roll.
See you there.
—Andrea Finger, APR
PRSA Monthly Meeting: Feb. 16
VNRs, satellite media tours and b-roll
Video news releases. Satellite media tours. B-roll. These video elements are often essential to garnering the media coverage that you want for your client, business or organization. When should video be incorporated into your media mix? What do you need to know about getting it produced? How do you get it distributed? How do you get TV stations or networks to use it? When does video PR cross the line and become "fake" news?
At February's meeting, we'll hear from three experts who know first-hand the ins and outs of video PR.
- Jim Hampton, public relations director for Embry-Riddle Aeronautical University in Daytona Beach, is a former TV reporter-turned PR pro who has more than 30 years experience, including his work with video PR heavyweights Walt Disney World and Universal Orlando.
- Doug Brown, owner of CDB Productions in Orlando, was once a TV cameraman. Now a highly successful business owner, he distributes VNRs, SMTs and B-roll for companies and organizations throughout the country.
- Steve Chavarie, director of news programming for Central Florida News 13, has more than 20 years of experience of determining what gets airtime and what doesn't. Now he also oversees the Web and Local Video on Demand, so today's video must do triple duty.
Date: Thursday, Feb. 16
Time: Networking begins at 11:30 a.m., Lunch begins at noon
Place: The Citrus Club, 255 S. Orange Ave., 18th Floor, Orlando
(directions | map)
Cost: $20 for members, $30 for guests, $15 for students
Click here to RSVP. You can pay online using PayPal or pay at the event using cash or check only.
Please include your name, company, title, phone number and e-mail address. Also mention if you would like a vegetarian meal.
Cancellations received after Feb. 9 and no shows will be billed.
January recap
Jump-starting your creative edge, featuring Jason Surrell
Those who attended last month's meeting received great tips from Walt Disney Imagineer Jason Surrell on jump-starting their creative edges. Surrell shared some of his personal favorites, and some lucky PRSA members received a free copy of his book The Imagineering Workout to learn more.
As communication professionals, we all end up face-to-face with a blank computer screen — often many times a day. Our challenge is to create something with it. One tip from Surrell — you can view that blank screen as the scariest sight possible, or you can view it as the most exciting opportunity of your day because you get to create whatever appears on it.
So how does an imagineer find his creative edge when it seems to be hiding? One of Surrell's favorite strategies is to play Disney music to get the ideas flowing. Sometimes a change of scenery is nice, too. Can't seem to shake that writer's block as you sit at your desk? Pack up and go to a hotel lobby or a nearby park.
For those who missed this great meeting, pick up Surrell's book for more tips on jump-starting your creative edge.
Check out the Job Bank
Be sure to keep checking PRSA Orlando's up-to-date job bank for the latest openings in Central Florida.
Or, if you're looking for some of the best talent in the area, post your company's open positions on the site.
Click below to check it out!
Ten Minutes/Ten Questions
Name: Kathy Harper
Occupation: Senior Manager, Public Affairs - Central Florida, Blue Cross Blue Shield of Florida
PRSA Involvement: Active in PRSA since 1994 (my entire career). Also active in PRSSA my junior and senior years of college at Brigham Young University. Currently Assistant VP of Programs for PRSA Orlando.
Person who has most influenced your life: My dad. He always gives me the best advice and is not afraid to tell me what I don't want to hear. After I got started in my career, he shared his experiences of being a public affairs officer in the Navy. So how can you beat advice from someone who understands what you are doing and who you know always has your best interest at heart?
Quote to live by: "For attractive lips, speak words of kindness. For lovely eyes, seek out the good in people. For a slim figure, share your food with the hungry. For beautiful hair, let a child run his fingers through it once a day. For poise, walk with the knowledge that you never walk alone. As you grow older, you will discover that you have two hands: one for helping yourself and the other for helping others." —Audrey Hepburn
What made you choose PR as a profession: When I started college, I didn't have a major and had no clue what I wanted to do. I signed up for a class where you took all of those personality, left brain/right brain, etc. tests. Every test pointed me in the direction of communications and public relations. The next semester I took an introductory public relations class and was hooked.
Best PR advice you ever received: Don't be afraid of the grunt work. You'll miss out on great learning experiences. When I was an intern at the U.S. Olympic Committee, we had to take turns answering phones. I was in the public information and media relations office, which means the switchboard sent us all the complainers and any other call they didn't know how to handle. For the other intern and me, it was the bane of our existence. However, through that experience we learned almost every aspect of the Olympic movement. We both went on to work future Olympic Games and major international sporting events, and what we learned answering phones was invaluable.
Greatest accomplishment: I had the opportunity to work on four Olympic Games. For the 1992 Winter and Summer Games, I worked on preparations for the U.S. team, but I didn't get to go to the actual games. For the 1996 Summer Olympics in Atlanta and 2002 Olympics in Salt Lake, I played key roles in coordinating media activities. All are experiences I will never forget.
Favorite thing to do on the weekend: Cook. Any outdoor activity. Catch up on sleep.
Something nobody really knows about you: I'm one of 63 grandchildren on my father's side. My dad was one of 12 children, and I guess they all took that Scripture "multiply and replenish the earth" literally. So watch out, you never know if you could be sitting next to a relative of mine!
News from our members
PRSA Orlando members elected to Downtown Orlando Partnership's board
The Downtown Orlando Partnership, a non-profit organization dedicated to enhancing the quality of life and economic development of Downtown Orlando, recently announced its 2006 Board members. Several PRSA Orlando members were elected to the Board, including:
- President: Kimbra Hennessey, Bitner/Hennessey PR
- Trisha Kanbar, Noble Communications
- Lori Kifer, Fry Hammond Bar
- Lauren Harris, CNL Hospitality Corp.
Board members for the Downtown Orlando Partnership provide strategic direction to promote events, organization, people, leadership and excitement for downtown.
Quote of the Month
"If we did all the things we are capable of doing, we would literally astound ourselves."
—Thomas Edison
Submissions
To submit stories or ideas for the PRSA newsletter, please contact Communications VP Michelle Lynch.
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